MARKETING Issue 209 by Sledgehammer Communications (M) Sdn Bhd

WWW.MARKETINGMAGAZINE.COM.MY

ISSUE 209 (MAR-APR2017)

years

PUBLI HING EXCELLENCE Thank you for supporting us since 1997! KDN NO. PP15776/03/2013 (033405)

MALAYSIA RM8 ■ SINGAPORE S$5 ■ UNITED KINGDOM £2 ■ UNITED STATES US$3

years

Dear Reader, You keep on raising the bar, continue to inspire those around you and we look forward to being a part of your journey. To keep the team going through those long brainstorm sessions be sure to keep our Sting energy drink nearby. We are honoured to create publishing history with you in the world's first fully personalised magazine cover, in collaboration with MARKETING's 20th anniversary. The burst of energy

and clarity

you bring to the

advertising, media and marketing industry has not gone unnoticed. That's why you remain at the top of your game by being quick to pick up on the latest pop culture

Since 1919

and always bubbling

a never-ending supply of creative juice

with

years

PUBLI

May you continue to explode ideas that get people buzzing.

with refreshing The industry hungers for juicier

campaigns to take Malaysia to even higher levels you're the champion

years

HING EXCELLENCE

and

to do it.

You are everyoneâ&#x20AC;&#x2122;s cup of tea

and we see blue skies

ahead of your bright career! As you scale to new heights in your journey

know that we will always be rooting

with a range of beverages to energise, and keep you relaxed

for you

kick start,

on your way to success.

From all your friends in Menara Yayasan Tun Razak, 200, Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia

years

ETIKA PARTNERS FOR GLO

World’s first personalised magazine innovation powered by Etika Sdn Bhd for

YES, we can say that we have created publishing history. After a threemonth, back breaking recruitment campaign, MARKETING magazine inspired by Etika’s bold backing, managed to get pictures of its readers to create a personalized copy of their 20th Anniversary edition, complete with personalised letter published inside the front cover! This marks a new era in Personalization Marketing for the industry, as the effort involved- individualized copy, concept, messaging, printing and even up to customised letter-shopping and delivery. We’d like to call it a collector’s item, each edition targeted specifically to the singular reader. Each reader who receives a copy of this issue, featuring them in it, will be holding the only copy in the world and the first of its kind in their hands! This milestone

bumper edition of 160 pages that chronicles the history of Malaysia's media, marketing and advertising history over the last 20 years, is matched by Etika’s first anniversary as a Group this year. Of course, breaking records is nothing new to the Etika team, having made itself into the Malaysian Book of Records for producing the ‘First Print Campaign Using Five Senses’ during the launch of Wonda coffee, ultimately owning the International Coffee Day positioning in Malaysia!

THE ETIKA STORY

Following the consolidation of Permanis Sdn Bhd and Etika Sdn Bhd, both were acquired by Japan’s Asahi Group Holdings in 2011 and 2014, respectively, and the group is now known as Etika Group of Companies. This move solidified Etika’s position as the largest one-stop beverage solutions provider in Malaysia across 12 beverage categories. President/Chief Executive Officer Erwin Selvarajah said, “The Etika Group of Companies aims to

ALL IN THE FAMILY, FOR ALL IN THE FAMILY

MARKETINGISSUE209MAR-APR

increase its revenue over the next five years by introducing products across our 12 categories of halal beverages and dairy products at affordable prices.” Today, the Group is one of the leading FMCG companies in the country with a market leadership position in the beverage and dairy industries. The Group also has operations in Singapore, Vietnam, and Indonesia. Headquartered in Kuala Lumpur, with sales offices and warehouses nationwide, they hold the exclusive PepsiCo franchise for both Malaysia and Singapore. The company is involved in marketing and distributing some of PepsiCo’s global brands like Pepsi, Sting, Evervess, Mirinda, 7Up, Revive Isotonic, Gatorade, Lipton Ice Tea, Tropicana and Mountain Dew exclusively across Malaysia. They also manufacture, distribute and market Wonda Coffee and Calpis (an Asahi trademark) and its own brands such as Chill

Today, the Group is one of the leading FMCG companies in the country with a strong position in the beverage and dairy industries.

Asian Drinks, Frost, Bleu Water and Kickapoo, as well as Goodday Milk and Dairy Champ. “Obviously, every FMCG (fast-moving consumer goods) company will be looking for double-digit growth. But year-on-year there are various challenges that we need to face.” Selvarajah added. He also highlights that all of their products are gaining good traction across Malaysia, which leads him to believe that the group is well positioned to capture that growth.

years

BAL INNOVATION FIRST! more than 3,000 MARKETING magazine readers nationwide. Erwin Selvarajah, President and CEO of Etika Group of Companies sharing at the official launch last year.

WINNING STREAK OF INNOVATION AND AWARDS

Etika has garnered many accolades like the Marketing Excellence Awards, 2015 Marketer of the Year, Malaysian Media Awards 2015 for Advertiser of the Year and numerous SPARK, APPIES and Putra Brand awards for WONDA Coffee, Mountain Dew and Tropicana brands. Their media innovations include the introduction of the neonedition Mountain Dew bottle, having partnered with The Star to create

a special jacket with an LED bottle you could actually switch on! The annual Dew Challenge campaign for Mountain Dew also made an innovative leap with the use of drone technology. Drone Hunt, is a mobile game where players capture as many virtual Mountain Dew drones and battle against each other. The game is activated in a ‘geofenced’ location and participants embark on a drone hunt battling in a game of speed, strategy and wit. For the first time in Malaysia, a UV invisible ink based special ad was created to entice consumers. The idea was to encourage engagement among readers to find hidden drones embedded within the print ad - using a custom designed UV torch light that was included in the newspaper. Wonda’s championing of International Coffee Day (ICD) celebrations in Malaysia is another marketing coup. As the first brand to spearhead

ICD promotions here, Wonda Coffee’s contributions included creative print, broadcast and social media campaigns, radio station 'takeovers', sampling sessions and numerous other on-ground activities. Remember opening a fridge at your local 7-Eleven and hearing the Wonda Coffee jingle? Surprised consumers posted videos on social media documenting their experiences listening to the jingle and this marked a new audio strategy at retail. Etika’s innovative streak does not end there: Calpis together with Waze launched Malaysia’s first singing GPS navigation, enabling Malaysian drivers to download the voice pack on their app and hear Yuna sing directions to them!

ISSUE209MAR-APRMARKETING

ISSUE 209 (MAR-APR2017)

FEBRUARY 5, 2017

PP412/08/2 PENINSULA012 (030980) SABAH AND R MALAYSIA RM 1.50 SARAWAK BRUNEI $ 2.00 RM 2.00

www.nst.com. my

SDAY 2017 | THUR (030687) MARCH 9, PP413/09/2012 IA RM 1.50 MALAYS 2.00

K RM PENINSULAR SARAWA $ 2.00 BRUNEI SABAH AND

Deputy Art Director/Digital Magazine Khairul Annuar aka An an@adoimagazine.com

FOUNDER

follow us on: www.facebook.com/marketingmagazine.asia Digital Edition: http://goo.gl/e0B07B © All Rights Reserved By: Sledgehammer Communications (M) Sdn Bhd (289967-W) No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher assumes no responsibility for errors, omissions and/ or for any consequences of reliance upon information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

MARKETINGISSUE209MAR-APR

ITY RING MATERN MAYBANK OFFE TO 365 DAYS LEAVE OF UP

DAM

NEWS »

THURSDAY,

PAGE 11

Y 19, 2017 JANUAR

6 MONTHS’ JAIL WOMAN GETS SON’S TEACHER FOR SLAPPING

P16 | LIFE & TIMES BY NEW STRAITS TIMES

raitsTimes

• NewSt

sport

NEWS »

THURSDAY, FEBRUARY 2, 2017 saturday , FEBruary

PAGE 22

jom! eat

Dine with wildlife for company I

WINNER OF

LiFE & timEs

EXCLUSIVE

Li assesses

MAC

THE agency is taking the battle again seeking acces st graft sever s al notches highe jom! stay to initiate investto civil servants’ asset declarations. r igations instea This will allow by d of waiting it for reports » REPORTS to be lodged BY THARANYA . ARUMU

life lessons

DGET SHOES BATTLE OF BU JONG-N

timEs | P5

SHOW US THEC:AS SErsTS Teache of

PORT BY PAGES 3, 4, 5, 8, » MAIN REP 2; SEE ALSO ON PAGE

By nEw straits

family & pets pulse

Fast facts

At a night safari, Alan Teh Leam Seng also enjoys a ﬁve-course meal

CAN TO BRIN DO ALL WE PM: WE WILLS HOME SAFELY 10 ER STEPPED UP 11 MALAYSSIAN 2, BORD AT KLIA, KLIA SECURITTY ITS FOLLOWS ONSE RESP E' ’S USING FORC 'PYONGYYANG METHOD OF ARIF TEXTBOOKK HAYAT MAT19 & 29 16, ZAHRATUL

Yong Former pro KIM

2014 & 2015

4, 2017

ETS prepare us author, Anatole for life. French “Until one has France once said, a part of one’sloved an animal, soul remains unawakened .” Perhaps this is why very life, many of early in us begin to REVIEW yearn for a There must pet. be that says: “The a time clock inside us time has come about some to learn of facts of life.” the most important Compassion Caring for another . being. Unconditiona llove.Time WAS somewhat sceptical when the to shed that sense of idea for me to visit Singapore’s Night GOURMET SAFARI self. Safari was first mooted. After all, I have EXPRESS My first ever been to this popular attraction several 80 Mandai Lake Road, was Citam, a pet feisty times already. However, I change my Singapore black rooster. mind when I find out thatthis time the expeTEL (65) 6269 3411 The remember havingI rience will be entirely different. EMAIL sales.enq@wrs.com.sg ‘legendary’ apairofTaiw As the bus speeds along the Pan Island HOURS Daily 7pm — 10pm anese Kaloi. tortoises before Expressway, I begin to wonder what to EAT Ranges from international Citam but they expect for my first Night Safari dining to Indian and vegetarian fare. “ran away” after adventure. I have been on board the tram PICK Cream of Lobster Bisque them in the I put garden! before but to sit down and enjoy fine dinand Oven-baked Chilean Cod I was in Standard ing meal on it whilst travelling among the Fish and week after Two creatures of the night is something totally PAY S$199+ or RM616 (Adult) week I kept begging new to me. and S$159+ (Child years). my mother for a 3-12 pet. The Gourmet Safari Express, which is Reservations must be made She finally the first of its kind in the world, begins with one week in advance with were living agreed to Citam. We the handing of a special orange tag. This a minimum ofstore 15 pax andina Kuantan and there was a that sold chicks. tag allows the serving staff to identify and maximum ofones. 72 pax. Admission Yellow ones. Evenold Black multi-colour serve me for the next two hours. I am then for child below 3 years is ed chicks. I really liked the never ushered straight into the park. I do not have free. Price includes admission What on earth idea of the coloured ones. to purchase any entrance ticket as the cost to the Nightmake Safari, five-course had been done them purple of the package is all inclusive. fine dining meal, drinks (wines,and blue, to them to thinking. I remember I am served an assortment of tasty beers, juices and soft drinks) So souvenir. I bought one canapes and wild passion fruit mocktail at and an exclusive each on the and black ones. little yellow a spot near the Ulu Ulu Safari Restaurant. MOOD Fine dining while enjoying I called them Cining Santic Reo Citam and I suddenly hear a commotion while tucking the great outdoorsfor obvious reasons. a few Unfortunate later, Cining Meat lovers can choose the Black Pepper Sauce Beef Tenderloin for the main course. SERVICE Friendlydays and attentive ly, died! and PICTURES BY ALAN TEH LEAM SENG CONTINUE ON PAGE 17 I SAY... Go give itwas a trydevastated. I was I felt so guilty Citam would terrified that follow That was my suit. Citam. Caring first lesson on life from for another. we moved A month later, to THURSDAY, FEBRUARY 2, 2017 JANUARY 1, 2017 P14 | LIFE & TIMES BY NEW STRAITS TIMES NEW SUNDAY TIMES Chenor. My my kampung (village) grandmothe in r told me handle the young CARS, BIKES & TRUCKS RP3 chick too much, not to Shimano keep his area and to clean and dry. Citamgrew intoayounga In Chenor, ndstrongroo Our lovely kampung ster. house back in the midst of then was a the perfect homeone-acre garden and it was he really loved for him. I fed him rice, but the LUXURIOUSLY UNIQUE... that ’VE been putting the squeeze onI would my share rambutan from our tree SEND YOUR QUESTIONS TO with him. We got into husband to go on a getaway for weeks askmechanic@nst.com.my a leave and so he substance. finally agreed to take mefor on school routine. When I was to Established in a class of its own, d'Sora's unique hospitality module believes in offering style with in the morning, would send beach escapeoftoits Port Dickson. Citam This is not just a hotel - it is an idea – an idea that allows you to reset yourself and immerse in athe warmth people. me staircase. I was even more charmed at hisAnd he off, standing by the Stay in its luxurious rooms that suit your fancy. Steer away from the hustle and bustle of it all, yet remain within same would wait for suggestiontostayinaward-winning Avillion spot when I me at the close proximity from the heart of d’Tempat Country Club, Sendayan Tech Valley, Seremban City and KLIA & KLIA 2. came In the Port Dickson, favoured for its water chalets afternoon, Citam back from school. when that are designed like an old Malay fishing I was studying would stay close on the verandah, or when village but with a hint of luxury and comfort. I was on the swing or climbing trees! The fact that the resort that sits on more I enjoyed his 16.01.2017 company and Soon, Cruikshanks Changing oil is Citamfacing than 9.3 hectares of scenic coastline introduced I guess took his place home. The sofa c one of the most the Straits of Malacca and isunconditiona less than a l love concepts of loyalty and in our was where Promotional rates from RM150.00nett tortoises for in my life. girls treated basic and easy-to-do daughter Ikesha 90-minute drive from Kuala Lumpur make Cruikshanks he slept. The what? They per room per night* they never like BRINGING too disappearedand guess it even perfect for short escapades. maintenance tasks had. Life was the brother MEANING TO garden lotus calmer — no from the I grew up. pots. that also happens to be one of more teenage peaceful and Life became LIFE Today,Ihave quarrelsom *Terms & Conditions apply angst, no more hectic and day, before PREMIUM STAY e the most important. Obviously, one I knew it, I same type of Kaloi.Sheis legendary,th “listened” to squabbles. Cruikshank level Peloton, was a mother NEWS » PAGE daughters Heading to the resort isn’t hard with the fish from the e each girl’s problems s there are a few items that you who asked the entry level option to Puteh Bawang story Bawang stroked him 4 ideain help of the Waze app. I just type as they ofAvillion Mavic offers while he sat o entry cleaning up for pets. The whole need in order to perform long. Now she Merah. She used to be 5cm on their lap. after a full-velcr (Bike Pro). I took care well Port Dickson and I am set! Do bear in mind with RP2 by offering which is me. I resisted. a pet did not sit mouth to the is 20cm from the tip of this task successfully. older girls of Cruikshanks when le board at RM388 her ’s entry levelringgit. that Avillion Port Dickson is different from end of her tail. That the left home was NEWS three-ho retailing until al Shimano for your water pots You will need; She lives to further »Cruikshanks of a PAGE 14came into studies. He was our lives. and I have h AvillionAdmiralCove(alsoapropertyunder their your ride. bang the form The tradition on all three options ad to change in bigger water enjoying period. Then closest to me during a. A suitable have comes in strap pots thrice already. present the Avillion Hotel Group) which is located to bike more Cruikshanks this towards Cruikshanks More bang have to build design is on the top between b as you should level sick. He started We might efficienc began to get spannery, or socket the meaning was the cat that changed five minutes away from this. a pond for h adjuster savings you hop straps WORLD Myyoungest taking long then on budget er soon! of family for the budget for more finding your But neighbourho » PAGE girls,Ilenaan fast buckle ent two velcro walks just to fit your car’s oil options fitting tumultuous Upon our arrival, we are g reeted by the s of me. in goes few cleats. the od.Wesenth After a RP2 ence SEE ALSO divorce (which Kaloi my sixth 31; OW you’re to find dIkesha,call bike, with imtotheveta no problem Look Keo pedal got to complemit, whereas the consequ remarriage, storesplug. better. timber and rattanisn’t), furniture he with a high teakHe preferred drain staff at the open-concept minimal lobbychange for divorce PAGE 20 a roadION f nd or to 45 , a partly a ath she’s fed fish daughter. In the morning, e rate. totally feet onSINAT in career sitting on Shimano le in sizes 39 underne velcro. into our new wood ceiling and dim lightscushioned has a romantic check-in. ASSAS almost bike shoes, foreign exchang and chair under moving set you home, I suddenly I come home food for breakfast. When A Member Of ely listening the porch. He the to the RP2, a budget on the purchase weight,tobut Availab the ambiencerealised (partly why choose then ushered to our room, from work, Reo should as per girls the the vet said lost Ancurrent oil filterwill removal d MATRIXWe’re CONCEPTS werethe want to start Yong Li, complet ls are similar thane on thatwe decided favourite going Santic I ons b. feed he of one through was her exhauste you RM300 treat, day, Ng fine. Materia her restaurant). Premium Water The difference pair usdecisi Cruikshanks Now tough times kangkung! She polyure Then (414615-U)Chalet.adjusting HOLDINGS BERHAD onal several styles, on the to this newthis (yes, meserio out of her “house” more than price and Yong did not come density you tool. There are professi will come We searched life andas ewithso the unsure name suggests, Crow’s Nest between Water Chalet and to Premium taken how were back no back. at the bottom with high flouresc ent yellow MATRIX HOTELSthe MANAGEMENT SDNof BHD for him everywhere sort of kit year react to all the Just to former spanner, strap/chain or cap ofthebik the half of an ended retail brand’s hottest choice) of the pot, as to what you ride. in the past local dealer for heart (thepent-up highest feelings. watch point ofInamy ship) provides Water Chalet is the size of One the room and upside down I felt Cruikshanks for ages. the day, daughter who has socket. Makerider sure and you have Santic. the Reo’s in one colour surfacejustt to be made sole recomm to die.terrain in when Inas eye it is already had left us I couldthat olinger.She claypot, to the a bird’s view of the natural location. Premium unitsfrom are situated furcame c test going to enough school with l comes not home rather elastic and Li says only think wouldalsoco up role asspace forapparel the firsttbrand tto suit the if of a will be deckedpedals aren’t it we call her having another after Cruikshanks bag.with me you cannot the resort sits on, from itspet outdoor terrace ther out at sea and come a private scrawny At first, ace, while f kit fa of nylon go clipless two selling shoe. I did not allow kitten in her shoe, so most beautiful name. She’s surely Platform . But kinds. cycling ll range of I promised house. So view level shoe s from a mixture thane (TPU), the dining the balcony. is not bad too. We balcony that offers a spectacular b u t Chinese the ffull kaloi you should cat inThe “It is a budget d materia ls. be myself no more Inas of themenuwithout A Among th the entry cleaned comes Pets prepare in the world. To me. cut it, thusfit into the crowd, ic polyure pets. But optitforupa three course meal starting with the Straits of Malacca. high-en a pet should , comes which and fed in athe home, us for many you won’t I HAVE ALWAYS WANTED TO CHANGE MY CAR’S ENGINE OIL BY moplast to it. challenges HI THERE MR FOREMAN! expect budgets empty. mean the spirit felt c. Aallsuitable container forr shoe, likes of therm y. asive features not just and big safety bowl of delicious mushroom soup I As soon as I step into the chalet, I am So while d more we got road cycling does not I’VE HEARD a pair of Taiwanese Loyalty. Death. milestones in life. Love. are also Reo f t and y , that MYSELF. THAT IT IS AN EASY TASK TO PERFORM. A FEMALE ACQUAINTANCE which anti-abr about durabilit the used oil. Most useon the have a Caesar salad with smoked salmon mesmerised by the very rich concept of ffor safety to take able. There ed back cover worries aimscars tantl y ’s RP3 which What would comfort USED TOa PERFORM OIL AND ,”FILTER CHANGES BY HERSELF, AND I ALWAYS FELT IT WAS A calm your as an appertiser. reinforc the room which uses wood for furniture. 4 litres or more, so make we do without impor crushes In fact, Shimano (Bike Pro them? strong TASKlike I COULD ON MY OWN. COULD YOU EXPLAIN WHAT I NEED TO DO TO PERFORM THIS For mains, I choose Baked Salmon PesVery classy! from DO sure your container will for RM402 Jaya), but features protects retails r KUALA LUMPUR TASK? NIJI, are to while my husband opts for the Mixed Grill The room is equipped with a four-poster Petaling Shimano’s thatMAINTENANCE h. contain at least this much Yong Li. Centre, al of king prawns, salmon, lamb chop and king-sized bed and a daybed by the window, and its features of addition s t said offers the o r y D y n a l a “The design mid-range shoes chicken breast. so it can accommodate up to three adults, d. Jack stands. This is et kle whether able to propri The portions are massive, when it’s time or two adults and two kids. You’ll be surd fast-buc so it is about cash or important if your car is ogy, and considered compar for dessert, we are already full. But we prised at how comfortable the daybed is! technol t that extra other brands, 1 5 especially low but it is not a , should be to spend orderoneplateoftempting RoyalChocolate The chalet also has an en suite open sky sttrapping se brand’s direct you need .” necessary item. served with roasted walnuts and mocha bathroom with rain shower and bathtub, as e e Japane Santic Reo. the be sensible well as a toilet. to the enger, etitor eanchall compe e. Fresh oil. Check your manual Since our room has a balcony, we can heEurop milarly,t Sim enjoy the sunset and sea view privately. At to find the suitable grade and night, fall asleep with the ocean waves lapquantity for your car. ping beneath you as a musical backdrop!

ut her sick abo is worried among the Theinmoli Komala who is S. KOM ALA ala Malar Kodi, ing Nor th Korea. over sister, Nirm barred from leav ther it ‘was safe okay’. d her whe ng will be Malaysians ever ythi once aske says she Nirmala just said G there. But

ARNAZ RULL M. KHAIRU

Idyllic escape to Port Dickson

GAM AND SERI Some of the most NOR NADIAH life can comeKORISvaluab le lessons from ON PAGES 2 & 3in discovers ninota our little friends , ziz

BN’S JAMILAH TAKIN G ON STAR, PBDS CANDIDATES IN BARU BY-ELECTION

G.S. GILL — THE MAN WHO BUILT A SPOR U.N. ISSUES DAMN ING REPORT BUSINESS EMPIR TS MYANMAR Reserve your stay online at E at a water chalet ON A getaway resort oﬀers Hanna Hussein ATROC ITIES www.dsora.com.my AGAIN dining with a view and pampering at a spa ST ROHIN GYA email: info@dsora.com.my

the rivals

Mavic Peloton

call: + 606-775 8888

(Formerly known as Kris Benua Sdn. Bhd.)

f. A new oil filter. Use original filters only. g. Clean rags.

ISSUE 210 (APRIL2017)

Pets prepare us for many big challen ges and milestones in life. Love. Loyalty . Death.

(249040-D)

10 12

HEART’S CONTENT On our first evening, we dine at the Crow’s Nest, a dual-level restaurant that offers a semi-formal dining experience. Its contemporary design featuring

The car should be parked at a level spot and with the handbrake on. Begin by starting up the engine and letting it warm up g for two to three minutes. It is not necessary to have it hot otherwise the hot oil, engine and exhaust may be a hazard. When the engine is warm to the touch, shut off the ignition and jack the car up and install the jack stands 4. Undo the oil filler cap. This will allow the old oil to fully drain (if necessary). Also, chock the out. rear wheels for additional safety. Your car’s manual will show the 5. Undo the oil filter using appropriate locations to locate the appropriate tool. Use a the jack stands.The procedure separate container to catch for changing the engine oil is as any spills if it is located further follows; away from the oil drain plug. Clean any oil spills from the oil 1. Locate the oil drain plug/nut. filter location. It is usually a large nut on the bottom of the oil sump. 6. To install the new filter, use 2. Locate the oil container some new oil to moisten the under the drain plug. Make large O-Ring on the new filter. sure you allow for the If possible, pour some new oil trajectory of the oil coming into the new filter as well. out of the drain plug location. 7. Install the new oil filter. Use 3. Undo the oil drain plug. It is your hands to do this. Screw best if you undo the last few it in until it bottoms out, then threads by hand. Protect your another three-quarter turn hands by using rubber gloves to seat it. Check that it is not and stand by with some rags loose. You should not be able to to clean up any spills. open it by hand.

11 PICTURES BY HANNA HUSSEIN

8. Clean the drain plug area and the drain plug itself. Take note of any debris that may be stuck to the magnet of the drain plug. Some swarf is okay but anything else stuck to it may be an indicator of future problems in your engine. 9. Install the cleaned drain plug. The torque setting can be obtained from your car’s manual. 10. Pour the required amount of oil in to the filler. Use a funnel if necessary. Replace the oil filler cap and remove the jack stands

if you had used them. Don’t forget the wheel chocks. 11. Check the oil level using the dipstick. It should be near the top or Full line. 12. Start the engine for 20-30 seconds and check for any oil leaks from the oil drain plug and filter. Redo if necessary. 13. If all is well, wait for 5 to 10 minutes then check the oil level again using the dipstick. 14. Add more oil (a little at a time) if necessary up to the top or

‘Full’ line. Wait 5-10 minutes between each check. 15. Go for a test drive around your neighbourhood, then check the oil level one last time (after 5 to 10 minutes). If the oil is still at the Full level, you’re done!

CLOCKWISE FROM LEFT: Light bite at The Verte; Up for a hot spicy Tom Yam at Crow’s Nest and The Galley Lounge; Tempting dish at Crow’s Nest and The Galley Lounge; The water villas are deﬁnitely guest’s favourite!; Petting Zoo is open every morning!; In love with the couple treatment room at aVi Spa.

Remember to dispose of the old oil and oil filter at your nearest recycling centre or friendly mechanic. They usually have an oil drum for recycling oil. Don’t throw it down the drain!

AMIR HAMZAH HASHIM

MEDIA MATTERS

RESHAPING NEWS CONTENT THE ONE AND ONLY

HARMANDAR SINGH

Proud to have you on our World’s First personalised picture magazine cover!

Online Content Management On-Target Marketing Solutions Sdn Bhd

MARKETING magazine is published 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 www.marketingmagazine.com.my

champio national Former bike Li with the Ng Yong he tested shoes that

WWW.MARKETINGMAGAZINE.COM.MY

Mccain Goh, mccain1982@yahoo.com

Distribution: Five E-Comm No. 2 & 2-1, Jalan Palma Raya Bandar Botanic, 41200 Klang, Selangor

D WINNER

EASE ‘PLEASE RE’L R E MY SIST

» PAGE BUSINESS

WHEELING & DEALING

Photography & Digital Imaging DL Studio No 7, Jalan PJU 3/50, Sunway Damansara 47810 Petaling Jaya, Selangor D.E. Malaysia tel +603 7880 6380 / 6386, email: studiodl@pd.jaring.my

Print Spec Solution Sdn Bhd (726670-H) No 57, Jalan Balakong Jaya 6, Taman Industri Balakong Raya, 43300 Balakong, Selangor Darul Ehsan

UN ACQUIRE BAK SARAWAK TO ION FOR RM2.5 BILLB3

Harmandar Singh, better known as Ham, is an advertising creative director gone rogue...

Subscriptions Ruby Lim ruby@ham.com.my

Contributors: Josh Sklar, Paul Loosley, Contagious

| ENTER TA

KAJAI AWARD

AWAR • KAJAI

Art Director Chemical Ali ali@adoimagazine.com

| EDUCA TE

ISSAHA

Business Development Manager Jarrod Sunil Solomon jarrod@adoimagazine.com

VE | EX AMINE

2014 & 2015

AD APENDY

Chief Content Officer Malati Siniah malati@adoimagazine.com

E XCLUSI

PIC BY MUHAM

Regional CEO Harmandar Singh ham@adoimagazine.com

om.my www.nst.c

PUBLI

IMAGE SOURCED FROM PUBLIC DOMAIN PLATFORMS. WE APOLOGISE FOR ANY INCONVENIENCE CAUSED. REST ASSURED THIS ISSUE YOU ARE HOLDING IN YOUR HAND IS THE ONLY COPY IN THE WORLD, AND FOR YOUR OWN PERSONAL COLLECTION. ENJOY!

years

HING EXCELLENCE

BROUGHT TO YOU BY

EDITOR'S NOTE

20 AND BEYOND…. MAKING HISTORY MOVING FORWARD. Yes, that’s right. This seminal moment reflects more than the age of the magazine. It mirrors my journey for the past 20 years which I never imagined would get us this far. More than 1.5 million printed copies and more than a million words plus countless editorials and campaigns later, we have chronicled the industry from the dotcom days to today’s digital zeitgeist. As you breeze though the pages of this issue, remember you are probably holding a blueprint of Malaysian advertising, media and marketing history in your hands. More than any varsity textbook on communications will ever reveal...

The burning question was obvious: how do you capitalise on a 172-year-old brand name and at the same time, face the growing challenges of technology? The answer, the New Straits Times team believes, lies in a total overhaul of both its print and digital offerings. A revamp plan was formulated after a series of brainstorming from May 2016. Carefully designed, it is wary of the need to retain NST’s position as an institution, a premium and credible read and a “thinking” newspaper... ONLINE FLUX

TO APP OR NOT TO APP?

I spend a lot of my time these days talking people out of paying me to design and build mobile apps for their companies. Perhaps that’s the reason I can’t afford to travel first class. I’ve really got to work on being better at “business.” No, it’s not because it’s too hard to craft and maintain a decent branded user experience for a variety of screen sizes from tiny phones to large “pro” ...

SHUT UP ABOUT ADVERTISING!

WELCOME TO THE FOUNTAINHEAD OF ‘ALTERNATE FACTS’

ONLINE MARKETING

THE EVOLUTION OF ONLINE ADVERTISING WHAT YOU NEED TO KNOW ABOUT THE SOCIAL INFLUENCER When college geek, Mark Zuckerberg cofounded the social networking site Facebook (FB) in his dorm room back in 2004, little did the tech entrepreneur envision the farreaching impact of his creation. Fast-forward 13 years the website, which was originally designed to connect Harvard student ...

1997

1998

THE GUNN REPORT

UNVEILED

THE ANNIVERSARY

2000

1999

1997-2017

years

2003

2001

2002

2004

2007

2005

2008

2006 2009 2008

2009

2011

2010 2012

2010 2016

2011 2015

2014 2013 ISSUE208JAN-FEBMARKETING

A lonely shadow streaks across the rocky ground of a Syrian refugee camp in Lebanon. Every day, children line up to carry water, fuel, food and whatever it takes to keep life going. From a conflict now in its fifth year, over 1.2 million Syrian refugees are in Lebanon. More than half of them are children! Â Â help us help them: www.mercy.org.my

A RINGGIT A DAY GOES A LONG WAY 30 DAYS @ RM 30

CAN PROVIDE BASIC PRIMARY HEALTH CARE FOR AN ADULT AND CHILD

60 DAYS @ RM 60

CAN PROVIDE NUTRITIONAL SUPPORT FOR A CHILD

365 DAYS @ RM 365

CAN PROVIDE CLEAN WATER FOR A FAMILY

years

F O U N D E R Harmandar Singh, better known as Ham, is an advertising creative director gone rogue. After a stint as a failed pub guitarist, he created over 400 TV commercials and picked up hundreds of awards to his name early in his career. Then he lost it, and broke out on his own. Been there, seen it, done it, Ham has worked as a creative lead in top ad agencies in London, New York, Tokyo, Manila…. Creative directors have long lunches with him as he is also the Country Rep for the Cannes Lions International Advertising Festival.

Ham was the first to start an independent industry magazine in the region 15 years ago but has since folded the business in Singapore (citing boredom), and in Jakarta gave it all away to his staff. In 2009, in a fit of psychotropic exuberance, Ham created and hosted the Youth Engagement Summit, inspired by Obama’s victory on the theme of Change. Featuring Donald Trump, Twitter Founder Biz Stone, Facebook’s Randi Zuckerberg, etc.

On the quiet, Ham has led media missions for MERCY Malaysia to Nepal and Syrian refugee camps in the Beqaa Valley. In a sanitised world of political correctness and derivative thinking, he does not suffer fools. Ham wears many hats, but only one turban.

Ham has founded industry events like the Malaysian Creative Circle Awards (MC2), Malaysian Media Conference, Malaysian CMO Conference, APPIES Malaysia, Product of the Year, Creative All-Stars Conference…

For 11 years, he was a weekly columnist with The Star and New Sunday Times writing about stuff people wanted to read but did not have the cojones to speak up about.

He had his own Advertising School once and collaborated on a Bachelor degree programme on Social Comms for local university UPSI.

He has his own magazine called MARKETING and tries to stop writing 10,000 words a week.

He probably knows everybody in the marketing communications industry this side of the planet,

MARKETINGISSUE209MAR-APR

but now insists he wants to remain an enigma.

///HAMBO Provocateur

years

BEHIND THE SCENES

///MALATI SINIAH Chief Content Officer

///JARROD SOLOMON Business Development Manager

///CHEMICAL ALI Art Director

///KHAIRUL ANWAR Deputy Art Director

///RUBY LIM Manager

///SANDESH Product of the Year Manager

///WEENA Designer/Photographer

///THAM FOOK WAI 360 Designer

///HAMDY The Transporter

And hundreds more..

ISSUE209MAR-APRMARKETING

editors note

20 AND BEYOND…. MAKING HISTORY MOVING FORWARD.

By Harmandar Singh, ham@adoimagazine.com

Yes, that’s right. This seminal moment reflects more than the age of the magazine. It mirrors my journey for the past 20 years which I never imagined would get us this far. More than 1.5 million printed copies and more than a million words plus countless editorials and campaigns later, we have chronicled the industry from the dotcom days to today’s digital zeitgeist. As you breeze though the pages of this issue, remember you are probably holding a blueprint of Malaysian advertising, media and marketing history in your hands. More than any varsity textbook on communications will ever reveal.

PUBLISHING HISTORY.

For this edition, we printed more than 3,000 personalised copies with the recipient/reader on the cover. Nowhere in the world has this piece of publishing

and also ENTROPIA for persistently pushing us to triumph over all obstacles. Eventually, we created history!

WWW.MARKETINGMAGAZINE.COM.MY

ISSUE 210 (APRIL2017)

MALAYSIA BOLEH?

THE ONE AND ONLY

HARMANDAR SINGH

Proud to have you on our World’s First personalised picture magazine cover!

PUBLI

ingenuity been done on this scale before. The reader received his copy with his/her face/ name on the cover and a customised personal message inside. A world first in publishing history! This has been made possible by Etika Holdings who backed this effort, more specifically my friend Santharuban, Group

10 MARKETINGISSUE209MAR-APR

years

HING EXCELLENCE

BROUGHT TO YOU BY

Marketing Manager at Etika Holdings. When Ruban first approached me with this idea, I though he was mad. But after exhaustive research, we finally found a way to make it happen. And what more fortuitous time to do this than for our 20th Anniversary issue. I need to thank my team (I’m blessed with the best in the business)

Call it what you will, but short of sounding cliched, we were also the first independent trade publisher in our industry to launch a dedicated magazine in Singapore many moons back and did so for 8 years. This is well before the likes of today’s trade titles on that island. Those were the days when I shuttled between two countries writing two monthly editions, for each market, with only one DTP designer in tow! Indonesia was much different: we were there for almost 11 years and even ran the ADOI Advertising Awards (AAA) for five years. When I finally gave our business over to our staff, we had already displaced the long running magazine there called Cakram and set a new creative standard with AAA, making the annual

Citrapariwara awards recoil into retrospection. Back in Malaysia, our Malaysian Creative Circle (MC2) Awards did the same for the industry. That was the year we won our first and only Grand Prix at Cannes Lions and became Asia’s most awarded creative nation the year after. Perhaps none the wiser after all these years, I have only one thing to say as we move forward to keep doing what we do best: the world has changed, the industry has changed, and the people in it also need to change. On that note, I salute the next generation. Respectfully,

The Hammer

RESHAPING NEWS C FEBRUARY 5, 2017

PP412/08/2012 (030980)

PENINSULAR SABAH AND MALAYSIA RM 1.50 SARAWAK BRUNEI $ 2.00 RM 2.00

www.nst.com .my

RSDAY) 2017 | THU (030687 MARCH 9, PP413/09/2012 RM 1.50 MALAYSIA 2.00

RM PENINSULAR SARAWAK I $ 2.00 BRUNE SABAH AND

com.my www.nst.

VE | EX AMINE

| EDUCA TE

| ENTER TA

IN KAJAI AWARD

WINNER

AWARD • KAJAI

UN ACQUIRE BAK SARAWAK TO ION FOR RM2.5 BILLB3

ITY ERING MATERN MAYBANK OFFTO 365 DAYS LEAVE OF UP

DAM

THURSDAY,

PAGE NEWS »

JANUARY

19, 2017 •

’ JAIL S 6 MONTHS WOMAN GETNG SON’S TEACHER FOR SLAPPI PAGE NEWS »

Dine with wildlife for company I

CAN L DO ALL WE PM: WE WIL S HOME SAFELY 10 DER STEPPED UP 11 MALAYSSIAN , KLIA2, BOR T AT KLIA SECURITY S ITS SE FOLLOW PON G’S RES USING FORCE' 'PYONGYYAN METHOD OF ARIF AYAT MAT TEXTBOOKK 29 16, 19 & ZAHRATULH PORT BY PAGES 3, 4, 5, 8, » MAIN REP 2; SEE ALSO ON PAGE

UDGET BATTLE OF B Yong Former pro KIM

JONG-N

EXCLUSIVE

MAC

THE agency is taking the battle again seeking acce st graft seve ss ral notches jom! stay to initiate inves to civil servants’ asset higher declarations. tigations inste This will allow by ad of waiting it for reports » REPORTS to be lodged. BY THAR

SHOES

the rivals

(Formerly known as Kris Benua Sdn. Bhd.)

Some of the SERI NOR NADIAH most valuable lesson life can comeKORIS from ON PAGES 2 &s3in discovers ninot our little friend s, aziz

G.S. GILL — THE MAN WHO BUILT A SPOR U.N. ISSUES DAM NING REPORT BUSINESS EMPI TS MYANMAR RE at a water chalet ON A getaway resort oﬀers Hanna Hussein ATRO CITIES AGAI dining with a view and pampering at a spa NST ROHI NGYA

Reserve your stay online at www.dsora.com.my email: info@dsora.com.my call: + 606-775 8888

life lessons

Idyllic escape to Port Dickson

ANYA ARUM UGAM AND

BN’S JAMILAH TAKI ON STAR, PBDS NG CANDIDATES IN BARU BY-ELECTION

Pets prepare us for many big challe nges and milestones in life. Love. Loyalt y. Death.

(249040-D)

Y ISSAH

MAD APEND

ARNAZ UL M. KHAIRRUL

Mavic Peloton

f. A new oil filter. Use original filters only. g. Clean rags.

HEART’S CONTENT On our first evening, we dine at the Crow’s Nest, a dual-level restaurant that offers a semi-formal dining experience. Its contemporary design featuring

The car should be parked at a level spot and with the handbrake on. Begin by starting up the engine and letting it warm up g for two to three minutes. It is not necessary to have it hot otherwise the hot oil, engine and exhaust may be a hazard. When the engine is warm to the touch, shut off the ignition and jack the car up and install the jack stands 4. Undo the oil filler cap. This will allow the old oil to fully drain (if necessary). Also, chock the out. rear wheels for additional safety. Your car’s manual will show the 5. Undo the oil filter using appropriate locations to locate the appropriate tool. Use a the jack stands.The procedure separate container to catch for changing the engine oil is as any spills if it is located further follows; away from the oil drain plug. Clean any oil spills from the oil 1. Locate the oil drain plug/nut. filter location. It is usually a large nut on the bottom of the oil sump. 6. To install the new filter, use some new oil to moisten the 2. Locate the oil container under the drain plug. Make large O-Ring on the new filter. If possible, pour some new oil sure you allow for the into the new filter as well. trajectory of the oil coming out of the drain plug location. 7. Install the new oil filter. Use your hands to do this. Screw 3. Undo the oil drain plug. It is best if you undo the last few it in until it bottoms out, then threads by hand. Protect your another three-quarter turn hands by using rubber gloves to seat it. Check that it is not and stand by with some rags loose. You should not be able to to clean up any spills. open it by hand.

11 PICTURES BY HANNA HUSSEIN

appealing. The print and digital versions have to be a different read; and with that as the guiding principles, the team decided that the best plan is to give more than the standard fare,” said group editor Yushaimi Yahaya. “There must be unique content for print to not duplicate the online content which readers would have read the day before.” “We also have to watch the readers’ behaviour. Analytics is not just for the sales and research team. It is a core editorial tool that should shape and determine publishing

12 MARKETINGISSUE209MAR-APR

timEs | P5

SHOW US THECA: SET TeacShe rs Sof

Li assesses

By nEw straits

family & pets pulse

Fast facts

At a night safari, Alan Teh Leam Seng also enjoys a ﬁve-course meal

ut her sick abo is worried among the Theinmoli Komala who is th Korea. S. KOM ALA la Malar Kodi, ma ving Nor over sister, Nir s barred from lea ther it ‘was safe okay’. Malaysian e asked her wheeverything will be onc says she Nirmala just said But re. NG the TO BRI

WHEELING & DEALING

LiFE & timEs

ETS prepare us author, Anatole for life. French “Until one has France once said, a part of one’sloved an animal, soul remains unawaken Perhaps this ed.” is why very life, many of early in us begin to yearn for a There must pet. be that says: “The a time clock inside us time has come about some to learn of facts of life.” the most important Compassion. Caring for another being. Unconditionallove.Tim WAS somewhat sceptical when the e to shed that sense of idea for me to visit Singapore’s Night GOURMET SAFARI self. Safari was first mooted. After all, I have EXPRESS My first ever been to this popular attraction several 80 Mandai Lake Road, was Citam, a pet feisty times already. However, I change my Singapore black rooster. mind when I find out that this time the expeTEL (65) 6269 3411 The remember havingI rience will be entirely different. EMAIL sales.enq@wrs.com.sg ‘legendary’ apairofTaiwanese As the bus speeds along the Pan Island HOURS Daily 7pm — 10pm Kaloi. tortoises before Expressway, I begin to wonder what to EAT Ranges from international Citam but they expect for my first Night Safari dining to Indian and vegetarian fare. “ran away” after adventure. I have been on board the tram PICK Cream of Lobster Bisque them in the I put garden! before but to sit down and enjoy fine dinand Oven-baked Chilean Cod I was in Standard ing meal on it whilst travelling among the Fish and week after Two creatures of the night is something totally PAY S$199+ or RM616 (Adult) week I kept begging new to me. and S$159+ (Child 3-12 years). my mother for a pet. The Gourmet Safari Express, which is Reservations must be made She finally the first of its kind in the world, begins with one week in advance with were living agreed to Citam. We the handing of a special orange tag. This a minimum ofstore 15 pax andina Kuantan and there was a that sold chicks. tag allows the serving staff to identify and maximum ofones. 72 pax. Admission Yellow ones. Evenold Black multi-colo serve me for the next two hours. I am then for child below 3 years is ured chicks. really liked the I never ushered straight into the park. I do not have free. Price includes admission What on earth idea of the coloured ones. to purchase any entrance ticket as the cost to the Nightmake Safari, five-course had been done them purple of the package is all inclusive. fine dining meal, drinks (wines,and blue, to them to thinking. I remember I am served an assortment of tasty beers, juices and soft drinks) So souvenir. I bought one canapes and wild passion fruit mocktail at and an exclusive each on the and black ones. little yellow a spot near the Ulu Ulu Safari Restaurant. MOOD Fine dining while enjoying I called them Cining Santic Reo Citam and I suddenly hear a commotion while tucking the great outdoorsfor obvious reasons. a few Unfortunately, later, Cining Meat lovers can choose the Black Pepper Sauce Beef Tenderloin for the main course. SERVICE Friendlydays and attentive died! and PICTURES BY ALAN TEH LEAM SENG CONTINUE ON PAGE 17 I SAY... Go give itwas a trydevastated. I was I felt so guilty Citam would terrified that follow That was my suit. Citam. Caring first lesson on life from for another. we moved A month later, to THURSDAY, FEBRUARY 2, 2017 JANUARY 1, 2017 P14 | LIFE & TIMES BY NEW STRAITS TIMES NEW SUNDAY TIMES Chenor. My my kampung (village) grandmother in handle the young told me CARS, BIKES & TRUCKS RP3 chick too much, not to Shimano keep his area and to clean and dry. Citamgrew intoayoun In Chenor, Our lovely kampung gandstrongrooster. house back in the midst of then was a the perfect homeone-acre garden and it was he really loved for him. I fed him rice, but the rambutan LUXURIOUSLY UNIQUE... that from ’VE been putting the squeeze on my I would our tree SEND YOUR QUESTIONS TO share We got into with him. husband to go on a getaway for weeks askmechanic@nst.com.my a leave and so he substance. finally agreed to take mefor on school routine. When I was to Established in a class of its own, d'Sora's unique hospitality module believes in offering style with in the morning, would send a beach escape to Port Dickson. Citam This is not just a hotel - it is an idea – an idea that allows you to reset yourself and immerse in the warmth of its people. me staircase. I was even more charmed at hisAnd he off, standing by the Stay in its luxurious rooms that suit your fancy. Steer away from the hustle and bustle of it all, yet remain within same would wait for suggestiontostayinaward-winning Avillion spot when I me at the close proximity from the heart of d’Tempat Country Club, Sendayan Tech Valley, Seremban City and KLIA & KLIA 2. came In the Port Dickson, favoured for its water chalets afternoon, Citam back from school. when that are designed like an old Malay fishing I was studying would stay close on the verandah, or when village but with a hint of luxury and comfort. I was on the swing or climbing trees! The fact that the resort that sits on more I enjoyed his 16.01.2017 company Soon, Cruikshan Changing oil is Citamfacing than 9.3 hectares of scenic coastline introduced concepts and I guess home. The sofa ks took his place in c one of the most of loyalty and the Straits of Malacca and isunconditio less thannal a love our was where Promotional rates from RM150.00nett tortoises for in my life. girls treated basic and easy-to-do daughter Ikesha 90-minute drive from Kuala Lumpur make Cruikshanks he slept. The what? They per room per night* they never like BRINGING too disappear and guess it even perfect for short escapades. maintenance tasks had. Life was the brother MEANING TO garden lotus ed from the calmer — no I grew up. pots. that also happens to be one of more teenage peaceful and Life became LIFE Today,IhaveKaloi.Sh quarrelsome *Terms & Conditions apply angst, no more hectic and day, before PREMIUM STAY , the most important. Obviously, I eislegendary,the knew same type of Peloton it, “listened” to squabbles. Cruikshan I was a motherone NEWS » PAGE daughters Heading to the resort isn’t hard with the fish from the entry level option each girl’s problems ks there are a few items that you who asked to Puteh Bawang story Bawang stroked him 4 level offers the ideain help of the Waze app. I just type as they ofAvillion while he sat cleaning up for pets. The whole need in order to perform g Mavic a full-velcro entry long. Now she Merah. She used to be 5cm on their lap. after I took care well Port Dickson and I am set! Do bear in mind with (Bike Pro). board RP2 by offerin which is me. I resisted. a pet did not sit mouth to the is 20cm from the tip of this task successfully. older girls of Cruikshanks when entry level ole g at RM388 her that Avillion Port Dickson is different from end of her tail. That the left home was NEWS until»Cruikshan Shimano’s for your ringgit. water pots You will need; She lives to further studies. He of a retailin traditional three-h PAGE 14 options our lives. and I have h AvillionAdmiralCove(alsoapropertyunder ks came into their was your ride. bang the form The ad to change in bigger water on all three enjoying period. Then closest to me during a. A suitable have comes in strap pots thrice already. present the Avillion Hotel Group) which is located bike more to Cruikshan this towards Cruikshanks cy, or ks was the cat More bang have to build design is on the top between b as you should level r sick. We might efficien began spanner socket hop He the five minutes away from this. a that changed started taking pond for her to get savings meaning of you your budget then buckle adjuste the budget velcro straps soon! Myyounge family for for more long walks inWORLD But neighbourhood.Wes » PAGEstgirls,Ilen just finding with to fit your car’s oiloptions on Upon our arrival, we aretumultuou greeted bys the of fast ms fitting cleats. the ment two RP2 goes divorce (which me. After a aandIkesh Kaloi my sixth 31; SEE enthimto OW you’re to find few a consequence bike, ALSOa,call no proble Look Keo pedal got to comple it, whereas the , a remarriag storesplug. better. timber and rattanisn’t), furniture he with a high teakHe preferred thevetand drain staff at the open-concept minimal lobby for divorce PAGE 20 TION a road f e, change partly o or she’s fed fish daughter. In the morning, eath 39 to 45 totally ge rate. SSINA feet on cushioned in shoes, sitting Shiman career sizes undern into wood ceiling and dim lights has a romantic check-in. exchan ASSA bike almost on food in you and our chair under t new home, I moving for breakfast. I come home t foreign A Member Of tely velcro. listening the porch. He the to the RP2, a budge on the purchase weight,tobut suddenly Availa ble Reo should set per When the ambience (partly why we decided choose then ushered to our room, girls the vet said lost b.the Ancurren oil filterwill removal MATRIXWe’re CONCEPTS werethe as want to start Yong Li, comple als are similar ethane on favourite treat,from work, I feed her going through realised that Santic he was fine. one day, Cruikshan exhausted riousdecisions RM300 Ng Materi her restaurant). Premium Water The difference pair of Now you several tough times kangkung! She polyur (414615-U)Chalet.adjusting HOLDINGS BERHAD styles, to this newthis ks did not come Then (yes, the out of her “house” more than price and Yong density somese you tool. There are professional will come We searched life andas the unsure name suggests, Crow’s Nest between Water Chalet and to Premium taken on how were back no back. at the bottom with high floures cent yellow MATRIX HOTELSthe MANAGEMENT SDNof BHD for him everywher sort of kit year react to all the Just to former spanner, strap/chain or cap ofthebikewith the half of an ended retail brand’s hottest choice) of the pot, as to what you ride. in the past local dealer for heart (thepent-up highest feelings. watch point ofInamy ship) provides Water Chalet is the size of One the room and upside recomm I felt Cruikshan e for ages. day, daughter who has socket. Make sure and you have Santic. the Reo’s in one colour surfacejusttolinger.Sdown claypot, to to be made already the to die.terrain in when ks had left us Inas eye the I couldthat a bird’s view of the natural elastic sole location. Premium unitsfrom are situated furcame c going to enough says it is school with l comes as test rider not think of l tbrand home hewouldalsocome up if we call forappare the first the rather a scrawny will be deckedpedals aren’t it only and Li pet having another cannot s role space suit after Cruikshan while t bag. to shoe. you the resort sits on, from its outdoor terrace ther out at sea and come with a private her nylon kitten so kit cycling At m ace, cliples name. f fa of e first, of e in go selling her shoe, I did not allow She’s surely ks. shoe most beautiful Platfor Chines But kinds. th mixtur ll range I promised ffull (TPU), house. So view the dining the balcony. is not bad too. We balcony that offers a spectacular b u t two kaloi you should cat inThe s from a “It is a budgetnd mater ials. be myself no more entry level Inas of themenuwithout A Among the cleaned Pets prepare in the world. To me. polyurethanes should cut it, thusfit into the crowd, pets. But optitforupa three course meal starting with the Straits of Malacca. comes the shoe, which comes high-e a pet and fed in athe home, us for many you won’t I HAVE ALWAYS WANTED TO CHANGE MY CAR’S ENGINE OIL BY moplastic to it. challenges HI THERE MR FOREMAN! expect budgets, therm empty. mean the spirit felt c. Aallsuitable container forr not just rasive feature safety and big bowl of delicious mushroom soup I As soon as I step into the chalet, I am lity. So while d more we got road cycling also likes of does not I’VE HEARD a pair of Taiwanese Loyalty. Death. milestones in life. Love. Reo f t and y , THAT IT IS AN EASY TASK TO PERFORM. A FEMALE ACQUAINTANCE which anti-ab about durabiwhich that MYSELF. There are back the used oil. Most useon the have a Caesar salad with smoked salmon mesmerised by the very rich concept of ffor safety cover to take worries table. aimscars tantl y What would o’s RP3 comfor USED TOa PERFORM AND FILTER CHANGES BY HERSELF, AND I ALWAYS FELT IT WAS A calm your reinforced OIL as an appertiser. the room which uses wood for furniture. 4 litres or more, so make impor we do without crushes,” s like (Bike Pro In fact, Shiman them? strong TASK I COULD ON MY OWN. COULD YOU EXPLAIN WHAT I NEED TO DO TO PERFORM THIS For mains, I choose Baked Salmon PesVery classy! from DO sure your container will for RM402 Jaya), but feature protects retails r TASK? NIJI, KUALA LUMPUR to while my husband opts for the Mixed Grill The room is equipped with a four-poster Petalin g Shimano’s thatMAINTENANCE h. contain at least this much s are Yong Li. Centre , of king prawns, salmon, lamb chop and king-sized bed and a daybed by the window, and its feature of additional s t said offers the o r y D y n a l a “The design mid-ra nge shoes r chicken breast. so it can accommodate up to three adults, d. Jack stands. This is et whethe rable to propri The portions are massive, when it’s time or two adults and two kids. You’ll be surd fast-bu ckle is about important if your car is logy, and considered compabrands, so it cash or for dessert, we are already full. But we prised at how comfortable the daybed is! techno t be that extra other 1 5 especially low but it is not a g, should to spend direct orderoneplateoftempting RoyalChocolate The chalet also has an en suite open sky sttrappin you need brand ’s necessary item. ese served with roasted walnuts and mocha bathroom with rain shower and bathtub, as e Reo. sensible.” e Japan the the Santic challenger, be well as a toilet. etitor to compe ropean e. Fresh oil. Check your manual Since our room has a balcony, we can milarly,theEu Sim enjoy the sunset and sea view privately. At to find the suitable grade and night, fall asleep with the ocean waves lapquantity for your car. ping beneath you as a musical backdrop!

REVIEW

champion national Former bike Li with the Ng Yong he tested shoes that

2014 & 2015

THURSDAY, FEBRUARY 2, 2017 saturda y, FEBruar y 4, 2017

jom! eat

EASE ‘PLEASE RE’L MY SISTER

» PAGE BUSINESS

WINNER OF

& 2015

P16 | LIFE & TIMES BY NEW STRAITS TIMES

Times

NewStraits

sport

OF 2014

PIC BY MUHA

The burning question was obvious: how do you capitalise on a 172-yearold brand name and at the same time, face the growing challenges of technology? The answer, the New Straits Times team believes, lies in a total overhaul of both its print and digital offerings. A revamp plan was formulated after a series of brainstorming from May 2016. Carefully designed, it is wary of the need to retain NST’s position as an institution, a premium and credible read and a “thinking” newspaper. At the same time, the revamp needed to react to the fastchanging journalistic landscape and market needs. Understanding news consumption preferences is becoming increasingly important for us as a content provider, as we attempt to capture and maintain audiences in an environment facing fundamental changes. Hence, the revamp required a total mind-set change and work flow shift that provide a vital prelude to further our “digital first” offerings. “We didn’t want just another makeover; one that is just cosmetic

E XCLUSI

Remember to dispose of the old oil and oil filter at your nearest recycling centre or friendly mechanic. They usually have an oil drum for recycling oil. Don’t throw it down the drain!

AMIR HAMZAH HASHIM

strategy, from what to write to when to publish it.” The team decided to build its revamp plan around 4Es; Exclusive, Examine, Educate and Entertain. The new print version took off on Jan 1, 2017, riding on its core strengths that earned the paper the country’s highest journalism accolade; the Kajai awards in 2014 and 2015. Since its launch, the print version has been consistently churning out exclusive reports throughout its general news, politics, business, hyperlocal, regional news, lifestyle,

Among the new features that will enable advertisers to reach their targeted audience by segment of interest or hobby

entertainment and sports segments. Compartmentalised according to topics for easy navigation, editors focus on major stories of the day affecting the masses on the ground, giving them a more indepth treatment and play. “Though business models and news reading habits are changing, large audiences still trust traditional news brands such as NST, especially when they look for in-depth content and analysis. Credibility, reliability and authoritative content providers are also the

considerations when people turn for breaking news,” added Yushaimi. The revamp doesn’t stop at print. From March 1, NST had gone big with its digital revamp. The digital revamp focuses heavily on video offerings as well as speedy, breaking news items on its website, social media platforms as well as its array of apps. It is part of the NST’s internal “80/20” Initiative in 2017 that will see the print product sourcing the content from the web offering, and not vice-versa, and adding value in the process. WHAT’S NEW Significant changes were made to offer more distinctive content, with additional offerings such as a daily entertainment page, the reintroduction of the hugely popular pro-consumer Actionline, high-profile columnists such as Tengku Mahkota of Johor and Sports Minister Khairy Jamaluddin; while the popular Letters to the Editor segment has been value added with a page featuring online views from the masses. The regular features of “Probes” and “The Big Interview” have been

MEDIA MATTERS

CONTENT NSTP’s CEO, Datuk Abdul Jalil Jamid who was then Group Managing Editor, NSTP checking copies of the new NST on Jan 1, 2017 with Yushaimi and senior NST editors

retained but the general news section has taken a massive makeover. There is even an ala-Lat editorial cartoon to boot. Regional pages have also been introduced to serve news items relevant to readers in different states. The BUSINESS section has been given a facelift with interviews with high profile captains of industry, breaking corporate and markets news, as well as analyses and focus on specific areas of interest. A new 12-page pull-out named Property, covering property issues, trends, new launches and features on related industries comes out every

Thursday. Major changes were also made to the SPORTS pages, offering sports product reviews, sports happenings in universities and schools, opinions from readers every Thursday as well as on popular activities like bowling, MMA, rugby and golf. It also offers the hard-hitting Sunday Chat interviews with sports newsmakers. THE LIFE & TIMES segments have

also been further strengthened. On Monday, the pull-out section focuses on technology with BOTs focusing on everything from the latest gadgets and gaming to tutorials on how to take pictures. HEAL is on Tuesday, focusing on health and wellness. SCHOOL TIMES, also on Tuesday, focuses on English for schools with English Worksheets for IGCSE, PT3 and SPM.

FLAIR on Wednesday focuses on fashion; with attention given to local brands and fashion designers. It is also complemented by the HIGHER ED that provides in-depth insight and analysis, issues and current topics on tertiary education. On Thursday JOM covers everything related to travel with more reader-centric stories, giving readers reading pleasure as well as inspiration and ideas for their next travels. GROOVE on Friday focuses on entertainment goingson, while PULSE on Saturday focuses on people, living, lifestyle, family and pets. The NEW SUNDAY TIMES has also been given a new makeover, with the focus being on issues affecting the masses, thus the People DNA. It comes with a 32-page lifestyle pull-out called VIBES, featuring a section on personalities with stories of accomplishments, Living that covers home designing, furnishing, landscaping, food and weekend indulgences, art reviews and highlights on heritage. It also offers Techie gizmo guide, fashion, comics and entertainment.

“We didn’t want just another makeover; one that is just cosmetic appealing. The print and digital versions have to be a different read; and with that as the guiding principles, the team decided that the best plan is to give more than the standard fare,” Yushaimi Yahaya.

Yushaimi Yahaya Group Editor, NST

The CARS, BIKES and TRUCKS, now has household names in the industry as reviewers and new columns such as a Mr Foreman on car maintenance and Classic Chatter.

SPECIAL INTEREST SECTION/PULLOUTS MONDAYS

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

SUNDAY

Life & Times

BOTS

HEAL

FLAIR

JOM

GROOVE

PULSE

SUNDAY VIBES

SCHOOL TIMES

HIGHER ID

PROPERTY

CARS, BIKES & TRUCKS ISSUE209MAR-APRMARKETING 13

industry stats CREATIVE AGENCY

ACCOUNT

AREA

OGILVY

MITSUBISHI HEAVY INDUSTRIES

JAPAN

DDB

MCDONALD'S

SINGAPORE

DDB

VGC 2017 (DIGITAL & SOCIAL)

CHINA

SAATCHI & SAATCHI

BACARDI

CHINA

CUMMINS & PARTNERS

ALLIANZ

AUSTRALIA

DDB

SC JOHNSON

SINGAPORE

J WALTER THOMPSON

GLOBE TELECOM INC.(POSTPAID)

PHILIPPINES

CARBON INTERACTIVE

SENTOSA (DIGITAL & SOCIAL)

SEA (SG,MY,ID)

DENTSU

HT MEDIA

INDIA

FCB

PEODUA PROJECT

MALAYSIA

MEDIA AGENCY

ACCOUNT

AREA

STARCOM

MARS (MEDIA BUYING)

ASIA (8 MARKETS)

DCCC

COCA-COLA

CHINA

STARCOM

FCA

AUSTRALIA/INDIA/ JAPAN

MINDSHARE

WYETH (PLANNING)

CHINA

MEC

VOUNO

PHILIPPINES

ZENITH

SINGAPORE TOURISM BOARD

GLOBAL

MINDSHARE

FRIESLANDCAMPINA

VIETNAM

MEDIACOM

MARS (MEDIA BUYING)

ANZ

ZENITH

SWISSE

CHINA

UNIVERSAL MCCANN

RECKITT BENCKISER

PHILIPPINES

CREATIVE AGENCY

ACCOUNT

AREA

MCCANN WORLDGROUP

CELCOM

MALAYSIA

BBDO

GUARDIAN HEALTH AND BEAUTY

MALAYSIA

M&C SAATCHI

CELCOM

MALAYSIA

FCB

PEODUA PROJECT

MALAYSIA

GEOMETRY

AUDI

MALAYSIA

FCB

SUNSWEET ASIA PACIFIC

MALAYSIA

BBDO

METLIFE

APAC(8 MARKETS)

GOODSTUPH

SG,MY

TBWA

U MOBILE

MALAYSIA

OGILVY

HUAWEI

MALAYSIA

MEDIA AGENCY

ACCOUNT

AREA

PHD

VOLKSWAGEN

APAC

MEDIACOM

CELCOM

MALAYSIA

ZENITH

PETRONAS

MALAYSIA

INITIATIVE

RECKITT BENCKISER

APAC(6 MARKETS)

INITIATIVE

SUNTORY CEREBOS

MALAYSIA

STARCOM

MARS (MEDIA BUYING)

MALAYSIA

STARCOM

AIA

MALAYSIA

HAVAS MEDIA

LENOVO PC & MOBILE

SEA

CARAT

SOUTHERN LION

MALAYSIA

MEDIAVEST SPARK

EXPEDIA

MALAYSIA

14 MARKETINGISSUE209MAR-APR

ASIA PACIFIC

MALAYSIA

WEDNESDAY, JANUARY 4, 2017

WOMEN SCIENTISTS TO THE FORE

Status: not hired Â» PAGES 6-7

PAGE 3

WHATâ&#x20AC;&#x2122;S NEXT FOR LOCAL GRADS PAGE 4

by Josh Sklar, President of Heresy, Author of “Digital Doesn’t Matter (and other advertising heresies)” josh@heresy.co, @ chiefheretic, http:// heresy.co, http:// digitaldoesntmatter.com

16 MARKETINGISSUE209MAR-APR

tablets. It’s not even the pain of having to figure out which operating system the majority of their customers use or whether to forgo developing a native app to take advantage of the device’s features and to embrace an agnostic development platform such as PhoneGap that can be built once and work on just about any mobile OS. Hint: native is almost always the better choice even

though it’s more pricey. The reason I have these difficult conversations and stop clients from putting my son through college can be summed up in two words: app fatigue. Take a look at your phone or tablet. How many screens worth of app icons do you have on there? Are any grouped into folders? Do you ever look in those folders once you stuff something in there?

How many times, if any, have you opened up the programs? Do you remember they even exist? Forrester reported that hundreds of billions of them are downloaded annually with the average number installed on a mobile device currently approaching 100, but the average number of mobile apps used in any given week is between 1-5. Certainly, around 89% of mobile

online FLUX

... HOW MANY SCREENS WORTH OF APP ICONS DO YOU HAVE ON THERE? ARE ANY GROUPED INTO FOLDERS? DO YOU EVER LOOK IN THOSE FOLDERS ONCE YOU STUFF SOMETHING IN THERE?...

usage is spent within an app instead of a web browser, but that’s mostly email, Facebook, Instagram, games, perhaps your bank and then core features like weather and maps. The many dozens of hopefuls that brands sweat over, spend big money to produce and continue to develop content for are largely passed over by swiping fingers. The moving finger swipes; and having swiped, moves on. Unless your audience needs to access functionality like the built-in camera or GPS or you work for Microsoft, Dropbox, Facebook, or some other multi-billion dollar behemoth whose entire business proposition is centered squarely on mobile, then your best bet is to create a highly functional responsive web site. People start their mobile research 48% of the time through web-based search engines and 33% do so

on a branded web site. Only 26% of folks begin with an app. Considering that the entire world is addicted to their portable screens, brands are required to have mobile-friendly web sites and if you’re going to need to invest in a brilliant web experience anyway, then why not go the extra mile and integrate all of the features and dreams you had for your app into the site? Web technology is mighty sophisticated, flexible, and powerful these days (note: please stop rolling your eyes if you’re reading this in 2020 or beyond). Apart from a few key areas mentioned above, you could do most of what an app can do aside from having an icon on the desktop that people will have a hard time finding or remembering. Stop being an apphole, trying to force your marketing budget into something no one really wants and instead invest in giving them a seamless, optimized, content rich and useful site that has everything integrated in one place and one UX. I even used several buzzwords to help convince you. ISSUE209MAR-APRMARKETING 17

FAME STARTS HERE CALL FOR ENTRIES 2017 SHARING IS LEARNING

CLOSING DATE:

30 APRIL, 2017

2 017

www.appies.com.my

GOLD

SILVER

BEST PRESENTER

ENTRY CATEGORIES: >CONSUMER DURABLES >CONSUMER SERVICES >FOOD AND BEVERAGE (F&B) >NON-FOOD FMCG >BUSINESS SERVICES >GOVERNMENT, CULTURAL, SOCIAL AND ENVIRONMENTAL CAMPAIGNS ORGANISER

CAMPAIGN SUBMISSION FEE

RM900 Entries must have run between April 2016 - April 2017.

CLOSING DATE FOR ENTRIES: 30 APRIL, 2017. www.appies.com.my

SLEDGEHAMMER COMMUNICATIONS (M) SDN BHD 22B, Jalan Tun Mohd Fuad 1 Taman Tun Dr Ismail 60000 Kuala Lumpur Tel: 03-7726 2588 syabil@rup.com.my sofea@rup.com.my

NEWS years

ASTRO’S ADITYA AIMA JOINS CULTURE MACHINE

Culture Machine, India’s most watched digital media network has made its way into the local market by hiring Aditya Aima the former Vice President – Head of Marketing, Business Strategies and Revenues at Astro. Aditya joins as the company’s new Business Head – ASEAN, operating out of Malaysia. He will overlook the expansion of Culture Machine’s Intelligence Machine and Video Machine offerings to its brand and advertisers. Aditya’s extensive experience includes strategic roles with established news and entertainment channels. The New Year has sparked new changes for the network having reorganized its sales team.

Siddharth Narula, who served as the President – Revenue has been promoted to Chief Revenue Officer, overlooking the expansion of the firm’s technology sales footprint in International Markets, starting with South East Asia and North America. Minal Sharma, has joined as the National Sales Head, overlooking all sales for Culture Machine’s Studios and Media Brands. Minal joins the Culture Machine team with over 16 years of experience across leading media and entertainment brands. Siddharth Narula will continue to report into Sameer Pitalwalla, CEO & Co-Founder, Culture Machine while Aditya & Minal will report into Siddharth Narula. Sameer Pitalwalla, CEO & Co-Founder, Culture Machine, said “Our Indian media brands

20 MARKETINGISSUE209MAR-APR

lead the charts in each of their verticals, and the core technology platforms that have helped scale them are already in use by Fortune 500 clients globally, with large demand the world over. We are excited about growing this opportunity, while continuing to focus on our domestic Media business.” Siddharth Narula, Chief Revenue Officer, Culture Machine, said “2016 has been one of the most active years for Culture Machine in terms of revenue escalation and content creation. We created trendsetting videos which have led to hundreds of global and local brands to collaborate with us, resulting in award winning campaigns. In the embryonic days of digital entertainment and technology, the addition of Minal and Aditya will help catalyse the process.”

CELEBRITY FITNESS AND FITNESS FIRST TO MERGE

Celebrity Fitness and Fitness First Asia today announced a merger that will create one of the largest fitness club networks in Asia. The combined entity, Evolution Wellness Holdings Pte. Ltd. (“Evolution Wellness”) will comprise of 152 wholly-owned fitness clubs across Asia. The new brand will serve both company’s 400,000 members and with a combined staff strength of approaching 7,000. Simon Flint, CEO, Evolution Wellness, commented, “We’re turning the page and beginning an exciting new chapter for Celebrity Fitness and Fitness First. Over the years, both brands have established themselves as pioneering and trusted names in the health and fitness sector, leading in their markets and delivering excellence

and innovation for their members.” Asia remains an important focus for Evolution Wellness with a presence in key countries – Indonesia with 46 clubs; Malaysia with 35 clubs; Thailand with 28 clubs; and Singapore with 21 clubs, Evolution Wellness plans to increase its presence in the region. Martin Darby, CEO, Celebrity Fitness, added: “Celebrity Fitness and Fitness First complement each other in their distinctive brand identities and market positioning. This merger will enable both brands to expand faster and move into new Asian countries. I look forward to assisting Evolution Wellness with this strategic expansion.” Celebrity Fitness and Fitness First Asia recorded revenues of US$76 million and US$219 million respectively for the 2016 financial year.

NEWS

HAVAS MAKES BIG SHIFT TO BRIDGE DIVIDE BETWEEN MEDIA AND CREATIVE

ENTROPIA LAUNCHES BIG DATA ARM HEADED BY FORMER SAP PROFESSIONAL

Understanding the growing importance data, marketing consultancy Entropia announced today the launch of its new big data offering – ENTROPIA SENTIENT. The new unit will be headed by Sonny Dey, Entropia’s new Chief Data Strategist. He was previously the head of big data at SAP Hybris in the United States. Sonny, after his MBA from Graduate Business School of Columbia University, USA, spent 6 years with PepsiCo in India and New York, followed by 4 years at Accenture in New York. Sonny is supported by a team of data scientists, technology architects and category strategists. Eleven members will

lend their expertise at Sentient and the unit’s key members include Teoh WK who leads marketing commerce and Taher Chhabrawala, the new lead for technology and platforms. “Data is the new premium,” Prashant Kumar, Senior Partner at Entropia shared. “In a world where automated supply chains get seamlessly married to programmatic demand engine, well harnessed actionable data will be a key source of competitive advantage,” he added. “SENTIENT is where Big data meets Big ideas. We are all living breathing data trails, and to know the footprints we left behind – individual or aggregated, is to know what could lie ahead, and is to help us know what we may like, offering huge opportunities in designing

product proposition, pricing, access and communication,” he added. Commenting on the launch, Sonny Dey said, “In the online world, it’s becoming more and more difficult to tell where the marketing stops and where the sales begin. The lines between the media and the shop are really blurred. At Entropia we feel the need to weave together what people talk, with what people see or hear, to how they experience the brand to what people transact, and how that is delivered.” Entropia could not share Sentient’s new clients however in its release mentioned that since its beta launch six months ago the agency has picked up assignments in the F&B, semi-durables and retail categories.

Havas group has merged its media and creative business units under one P&L. The move according to the company is in line with the group’s strategy of moving to a more client-centric and regionbased organisation. The Group’s two divisions, Havas Creative Group and Havas Media Group, will no longer exist. Its creative and media businesses, alongside the healthcare and wellness business, will now be business units, under one regional P&L. The new changes also marked a more centralised management for four of its largest markets. Some of the key leadership changes within the organisation include: Global Changes: Dominique Delport, Global Managing Director and Chief Client Officer for the Havas Group, where he will oversee global clients relationships, marketing initiatives and New Business. The new group chairman for each of Havas key markets include Chris Hirst (UK),

Alfonso Rodés (Spain), Yannick Bolloré (France & North America) Jorge Percovich, has been appointed to CEO of Havas LATAM Group across the creative and media businesses. APAC Changes: Mike Amour, currently the CEO APAC of Havas Creative Group, will now hold the title of CEO Havas APAC Group across the creative and media businesses. He will be responsible for overseeing all of the Havas Group agencies in the region,79 offices in 17 countries, with +2,400 people. Vishnu Mohan, currently CEO Havas Media Group APAC, will become CEO, Havas Group India & South East Asia, responsible for all media and creative group agencies across those markets. Levent Guenes, currently CEO Havas Creative Group South East Asia, will become Chief Growth Officer, Havas Group APAC, with a primary focus on driving new ventures, acquisitions, and strategic partnerships. Both Mohan and Guenes will report to Mike.

ISSUE209MAR-APRMARKETING 21

FIRST INTAKE (FEB 16 & 17) WIRDA MOHD ALI PUTERI SALINA TENGKU SALAHUDIN LEE BENG SUAN ASRAN ZAKRY ZAINUDDIN LAY JIAN-YI KUAN ZHONG YANG LIM CIN VIN KYLEE YAP KARTIKHA RAJOO MELWINDER SINGH GILL JOSHUA AERIA CHENG JEUN SHEN LIEW MUN TIP ADRIAN NG SOON KEAT LIEW CHEE CHOONG AUDREY CHONG SU-LYNN CHIA MEI YENG ELENA HARITH TANVI SINGH WILLIAM CHIN ANISA MOHD NORDIN

22 MARKETINGISSUE209MAR-APR

NURAIN BINTI NOR AZMI ADMEN BIN HASSAN MOHAMAD SYAFIQ AZHAR BENJAMIN WOO LIK KANG AZLAN SULAIMAN ROSHAN KANESAN ANDREW LEONG SEK YEN NICHOLAS NG YAT MENG NEIL PRAVIN JOSEPH ANDREW LIM SWEE SOON JENNY SEE MAY CHING SONIA WONG HUGO PACHEDO

SECOND INTAKE (FEB 20 & 21)

KERRI LIM DEVIGA DORERAJA ARNIE TOO LOKE CHEW LING MOKHZANI MUSTAPHA KENNETH NG YOONG SIN NURA YUSOF JEANNETTE LAWS YEOH OON HOONG GERALDINE YONG KEVIN YEOH ALIF ADZOHARI LAI PUI YENG TERRI CHUA NIK RADZI FOO EE YING ALEX YAP RAMAKRISHNA GADDE

TEH HUI HUI LOKE CHEE SOON SOH WEE HIAN CHERLYN YUEN CHEAW YING LOH WEI KEN YEE CHEW LIAN EVONNE CHING MICHAEL ANTHONY FREDERICKS BRENDA OOI JACQUELINE YAN SHUET LI HAIRUL NIZA AZWANI KHAIRUL JOSEPH LIM LIEW HUEY LING CHEW MEI LING FARA HASAN NIKIEE MAHMUD LEAH NG

BOOKINGS FOR THIRD INTAKE OPEN, REGISTER WITH ruby@adoimagazine.com ISSUE209MAR-APRMARKETING 23

creative showcase FACEBOOK INTERNET.ORG - ARTISTS, PAINTING ADVERTISING AGENCY SID LEE, NEW YORK, USA CREATIVE DIRECTOR FELIPE FERREIRA EXECUTIVE CREATIVE DIRECTOR PETER JAWOROWSKI ART DIRECTOR KAROL KLONOWSKI CONCEPT ARTISTS KRZYSZTOF ROSŁAN, MIKOŁAJ PISZCZAKO, MICHAŁ LISOWSKI TYPOGRAPHY MIKOŁAJ PISZCZAKO DIGITAL ARTISTS MARCIN KOWALSKI, ŁUKASZ WIKTORZAK, PIOTR FRĄCZKOWSKI, MACIEJ MIZER 3D LEAD ARTISTS PIOTR NOWACKI, ŁUKASZ SKURCZYŃSKI

24 MARKETINGISSUE209MAR-APR

years

WELCOME TO THE

FOUNTAINHEAD OF

‘ALTERNATE FACTS’

Paul Loosley is an English person who has been in Asia 39 years, 12 as a Creative Director, 20 making TV commercials. And in recent years, a brand consultant. And still, for some strange reason, he can’t shutup about advertising. Any feedback; mail p.loosley@gmail.com (please keep it Alternate)

In January, Trump’s press secretary, Sean Spicer, said on TV, that Trump’s estimate of 1½ million people attending his inauguration was totally correct when all official statistics put the number of people there at more like half a million tops. And that the sun suddenly shone down, biblically, on Trump as he began his acceptance speech, when it could clearly be seen that it tiddled down with rain the whole time. Then, to make matters even more comical, Kellyanne Conway, Donald Trump’s advisor, when confronted with these obvious, blatant and untruthful whoppers, went on to describe them as ‘alternative facts’. ‘Alternative facts?’ That’s like saying that the population of China consists of six people and a dog called

26 MARKETINGISSUE209MAR-APR

‘ALTERNATIVE FACT’ #1.

Nigel and that the sun rises in the west, but only on Tuesdays, are ‘alternative facts’. But let’s face it folks, Trump’s team are simply sad, blundering, bull-shitting, rank amateurs when it comes to ‘alternative facts’. For the ‘fountainhead of falsehoods’ visit the boys and girls of advertising; those potentates of pretence, doctors of deceit, virtuosi of invention, maestros of mock, who have all been belting them out for decades, and proud of it too. Here’s just a few examples of the best ‘alternative facts’ adland can offer.

Allegedly, the formula that eventually became Listerine was first positioned as an industrial cleanser. Some say to scrub garage floors. This did not work. Then some bright spark said, ‘hey guys, how about making it a mouthwash?’ ‘What! Have people gargle something made to get the grease off of a few square yards of concrete? That’s brilliant! But how to make people believe you can’t live without it, or worse, make you a screaming and total social outcast if you don’t get it in your mouth this instant? So another

Shut up about advertising!

bright spark discovered a rare and almost unknown cause of bad breath called ‘Halitosis’. And of course the only sure cure is ‘Listerine’. The fact that ‘Halitosis’ might be caused by stomach and other internal complaints has been swept aside.

‘ALTERNATIVE FACT’ #2.

For many years people believed, incorrectly, that Halitosis was actually a marketing invention. Probably because of its blanket use in advertising. But no, it really does exist. So much so that it’s estimated that Americans now spend over US$1billion a year on mouthwash!

‘ALTERNATIVE FACT’ #3.

I may have mentioned this before. It’s one of the great ad stories of all time. In the UK in the 70s people liked big fat green garden peas; round, sweet, yummy and juicy! But one year the pea harvest of Birds Eye, makers of frozen peas, failed. The peas were not fat and juicy, they were small and puny. In fairness they still tasted the same, they were just tiny. And so panic ensued; marketing execs running around screaming as if their hair was on fire. But then, the ad agency

... AMERICANS NOW SPEND OVER US$1BILLION A YEAR ON MOUTHWASH!... stepped in. ‘Hey!’ said the sultans of spin, ‘can you add a little extra sugar to sweeten them up a bit?’ ‘I guess so’, said Captain Birds Eye. So they did and they ran a campaign themed ‘Picked sooner to taste sweeter’. The ads featured animated, knuckle-headed, fat peas being out-smarted by small, cute, sweet peas. It was a runaway success. But that’s not the end. Finally the campaign was so successful that Birds Eye, from that day on, had to really pick the peas earlier when they were smaller. Because it’s not the size, it’s what you do with it! (Another ‘alternative fact’ eh! ladies?)

‘ALTERNATIVE FACT’ #4.

DDB’s famous VW beetle ads in the ‘50s created an ‘alternative fact’ mythology around the car that was groundbreaking. A beetle will float, it is 100% reliable, it’s ugly but it will get you there. Fabulous, counter-intuitive ads that stuck out and made history. But this was a car, built to be cheap, on Hitler’s instruction,

so every German could blitz along his beautiful ‘Neue Autobahnen’. It rusted so easily that it could break in half (there was no chassis). The wiring over the engine would bake, snap and short out against the boot lid. The double layer floor pan would, given the smallest hole, fill with water. And the heating ducts, direct from the engine, would corrode open and boil you balls off during the summer. There was no weight over the front wheels (the engine being in the back) so, on a wet road you could turn the steering wheel and nothing would happen, the car would just keep going straight. I know all this from bitter experience. I was one of those idiot student who fell for it all. My beetle was a panorama of rust. I could hear the water swishing around under the floor for days after it rained. All the electrics, headlights, tail lights, failed constantly. The heater vents were so bad that if I could close

them in the summer I couldn’t open them again in winter and so I then froze my arse off. And I once tried to make a turn on a wet road and went straight over a keep left bollard. Ralph Nader, the legendary consumer advocate, demonstrated that a VW Beetle was already contravening a whole mess of safety regulations, straight off the assembly line! God, I hated that car. But here, I’m running out of space. I’m sure you all could find a bunch more ‘alternative facts’ from the world of adverts. There are so many examples that listing them all would make War and Peace look like an instruction leaflet for a vacuum cleaner. So, Kellyanne, Donald and co; you might actually be talking to the wrong people. Take a leaf out of Prime Minister Margaret Thatcher’s book. She hired a senior exec at Saatchi & Saatchi to write her speeches; words that swept her into power and kept her there for 11 years. Story has it that, in gratitude, she awarded Saatchi and Saatchi the massive British Airways account; and they never looked back. But that, of course, must surely be an ‘Alternative Fact’. ‘Are you lying?’ ‘Of course not’. ‘How do I know that’s not a lie?’ ‘You don’t’.

ISSUE209MAR-APRMARKETING 27

creative showcase MCDONALD'S WOLVERINE ADVERTISING AGENCY DDB WIEN, VIENNA CREATIVE DIRECTORS ANDREAS SPIELVOGEL, THOMAS TATZL ART DIRECTOR JULIA REISCHMANN COPYWRITER JAKOB PAULNSTEINER PHOTOGRAPHER VIENNAPAINT

28 MARKETINGISSUE209MAR-APR

years

creative showcase years

S WORLD PRESS FREEDOM DAY MICROPHONE ADVERTISING AGENCY MIAMI AD SCHOOL-NY, NEW YORK, USA CREATIVE DIRECTOR KAT RABBITT ART DIRECTORS FILIPE NOGUEIRA, PRISCILA CARDOSO COPYWRITER JON GRUBER PHOTOGRAPHER FILIPE NOGUEIRA

30 MARKETINGISSUE209MAR-APR

online marketing THE EVOLUTION OF ONLINE ADVERTISING

WHAT YOU NEED TO KNOW ABOUT THE SOCIAL INFLUENCER When college geek, Mark Zuckerberg cofounded the social networking site Facebook (FB) in his dorm room back in 2004, little did the tech entrepreneur envision the far-reaching impact of his creation. Fastforward 13 years the website, which was originally designed to connect Harvard student networks, now has a global reach of 1.86 BILLION active users. In 2007 Facebook Pages was introduced to the digital masses, with Zuckerberg proclaiming it as the New Era for Advertising. Business owners, from aviation giants to the modest ‘pisang goreng’ aunty, took advantage of this new rage using the social network to set up their company profiles for FREE. Imagine billions of potential clients, customers, buyers, sellers, promoters looking at YOUR business page without hurting your pocket. WHY ADVERTISERS ARE DITCHING THE HARD SELL ONLINE But is an FB Page in itself enough to

“All it takes is for ONE social influencer to share your article. The post appears on the newsfeed of their fan base who are looking at every update, picture and activity, eager to emulate and imitate whatever lifestyle choices their FB ‘friend’ makes.”

guarantee sales? Does it actually reach your target market amongst the millions of viewers? Let’s not forget how social media operates. With FB being essentially a social network, users are looking for personal gratification. They don’t want to be bombarded with advertising or promotions or, worse still, marketing gimmicks. No, thank you. One slightly annoying post and it’s an instant ‘Unlike’, losing you thousands of viewers in the process.

32 MARKETINGISSUE209MAR-APR

Advertisers have copped on to this temperamental ‘habit’ of social media users, slowly but surely ditching their hard sell tactics and adapting their strategies to navigate the digital platform. Enter the social influencer. RISE OF THE SOCIAL INFLUENCER IN ADVERTISING Who or what is the social influencer? On FB (or even Twitter and Instagram) this would be the people or pages (not specifically

businesses) with a multitude of followers. Think celebrities like the Kardashian family (number of followers exceed the Malaysian population) or closer to home, entrepreneurs like Tony Fernandes, bloggers like Bangsar Babe and even local news portal SiakapKeli. HOW DOES IT WORK? By using social media influencers, you are building connections with people who can build relationships for you online. Instead of static graphic

advertising, your product or service is repurposed into a digital version of ‘word-of-mouth’ promotion, capitalising on one unique feature of social media – the ‘friends’ network. All it takes is for ONE social influencer to share your article. The post appears on the newsfeed of their fan base who are looking at every update, picture and activity, eager to emulate and imitate whatever lifestyle choices their FB ‘friend’ makes. If they relate to the post they will go on to ‘like and share’ with their social media networks generating thousands and quite possibly millions of impressions in a blink of an eye. ‘It’s gone viral!” With the power to sway consumers and the longevity of FB as a social media platform, the social influencer is gaining traction as a valuable ally for advertisers. Whether you have a presence on social media or not it’s best to form an allegiance with a social influencer - or risk becoming extinct in the advertising evolution.

WHY US?

+601116885508

sales@siakapkeli.my

www.siakapkeli.my

fb.com/thesiakapkeli

creative showcase WATFORD COLLEGE COCKS ADVERTISING AGENCY GPS, LONDON, UK CREATIVE DIRECTORS BEN BRAZIER, JOHNNY RUTHVEN ART DIRECTOR BEN BRAZIER COPYWRITER JOHNNY RUTHVEN TYPOGRAPHER / DESIGNER GARY TODD

34 MARKETINGISSUE209MAR-APR

sme marketing

PUSHING THE RIGHT BUTTONS:

MARKETING AMONG LOCAL SMEâ&#x20AC;&#x2122;S By Malati Siniah

The right tools for the right market?

Whitening soaps, slimming pills, health drinks and more these products have surely popped up in your line of vision be it on social media, billboards or TV.

ISSUE209MAR-APRMARKETING 35

sme marketing

A classic hit: Zaitun's ad from 1984.

A TRIP DOWN MEMORY LANE

Tongue-in-cheek or just plain vulgar? Dian Pixy reworked their ad to the one above when the public complained about their earlier one

... THE GLOBAL MUSLIM POPULATION IS EXPECTED TO INCREASE BY 73% AN ESTIMATED 1.6 BILLION IN 2010, AND THE ISLAMIC ECONOMY IS ESTIMATED TO BE WORTH US$2.6 TRILLION BY 2020... 36 MARKETINGISSUE209MAR-APR

Like it or not these products are very much part of the local business scene and its interesting to look at the breakdown of how some of the more popular brand names, thanks to their extensive marketing, are making waves locally. This is of course includes Datuk Vida and her Qu Puteh brand and Dato’ Aliff Syukri of D’Herbs. In an interview with

MARKETING last year Dato’ Vida who recently took the stage at last year's Chief Marketing Officer's conference shared that the key to her success was being able to get into the hearts and minds of her consumers. Thanks to her savvy branding, it’s hard not to look at the colour pink and be reminded to her popular beauty brand ‘Qu Puteh’.

Many of today’s brands are taking a page off their predecessors. I don’t know if you remember this product but perhaps its tagline ‘Gunakan tanpa was was’ might ring a bell. Zaitun, which had everything from toothpaste to cosmeticspromoted items made from minyak zaitun or olive oil. Their “Gunakan tanpa was was” tagline was something constantly drilled in their advertising as the products came at a time where halal products

were still quite new, and it was important to ensure consumers of their products quality. Things however is much different then what it used to be. According to a recent report by Ogilvy Noor the Muslim brand consultancy arm by Ogilvy & Mather the global Muslim population is expected to increase by 73% an estimated 1.6 billion in 2010, and the Islamic economy is estimated to be worth US$2.6 trillion by 2020. To stand out from the crowd, the name of the game to them is to be more product focused and with the stiff competition, this is becoming more important than ever for entrepreneurs. Dato Vida shared in her interview that putting her brand name

front and centre in her tagline ‘Qu Puteh (3x) barulah puteh’ was important to her. “When I first launched my brand the tagline I choose was ‘Qu Puteh, Qu Puteh barulah putih’, but I felt that it was not enough, which is why in my second year I added a kiss at the end of the tagline. This was to touch the hearts of my consumers, it’s important to build an emotional bond with them” Dato Vida shared in our interview Same can be said for others such as D’herbs with its ‘Terlajak laris saying and more’.

THE VIRAL FACTOR

In many cases with these products having something that can go ‘Viral’ seems to be important. However despite the conversation generated most of the time these marketing efforts face plenty of backlash. Two years ago

D’herbs released a video on social media promoting its breast enhancement pills. The video deemed as sexist and vulgar by many showed a man day dreaming when looking at a pair of balloons and two melons and upon looking at his wife- who is shown as a cardboard- is disappointed. The video was taken down by the brand and the owner issued an apology, but this kind of ads are still being pushed out by other brands. Even recently an ad popped up on Facebook of a guy walking with his wife but checking out another girl who ended up being a transvestite – the video ad ended with a promotion of a beauty product. Wanting to stand out from the rest many of these brands ride on the ‘shock’ factor. Last year local beauty product distributor Dian Pixy angered locals

... THE BACKLASH THE BRAND RECEIVED WAS NOT ONLY ONLINE BUT SOME WENT AS FAR AS CUTTING THREE OF THEIR BILLBOARDS IN HALF...

ISSUE209MAR-APRMARKETING 37

sme marketing him one of the first procedures that needs to be implemented is that the visuals need to get the necessary approvals from both Dewan Bahasa and Pustaka as well as the local council. DBP would check on the language used and the local council on the visual’s appropriateness to local culture and norms. Advertisers Jeff mentioned should in the future, seek clarification and advice from established media companies that have good working relationships with the authorities and understand the local outdoor advertising industry through and through.

D'Herbs online promotion hilighting their latest products.

when launching their latest out-of-home advertisement on major highways. The ad which carried a tongue-in-cheek copy, ‘Hisap-Hisap Terus Cantik’ ran across 47 billboards on the PLUS highway. The backlash the brand received was not only online but some went as far as cutting three of their billboards in half which according to the brand resulted in millions of losses as they had to pay back the damages to the media owners.

KEEPING THINGS IN LINE

While standing out from the rest is 38 MARKETINGISSUE209MAR-APR

important following guidelines to avoid the potential backlash is key. When the news broke on Dian Pixy's billboard we spoke to Jeff Cheah, President of the Outdoor Advertising Association of Malaysia (OAAM) and at the time he clarified how the outdoor media industry had established proper procedures and guidelines to avoid these unwarranted and potentially misleading ads. If the media owner had followed proper procedures he mentioned, this would not have happened.According to

Screenshot of the Malay Mail's report on D'Herbs viral video in 2015.

GETTING INTO THEIR HEARTS AND MINDS One thing Dato Vida and the other entreprenurs in arena this know is how to evoke a response from the public and keeping their hand on the pulse of the local market. However at the end of the day it’s important from them to see what’s suitable to their brand image. What you can learn from them though is how to evoke a reaction from your audiences and turn that into content for your brand, but make sure it's the right reaction.

D E L I E V N U A LOOK AT THE TOP CAMPAIGNS IN 2016 ISSUE209MAR-APRMARKETING 39

The Gunn Report, the global index of creative excellence in advertising, recently released its 2016 Report summarising the overall performance of the advertising industry in the year January to December 2016 based on the results of 45 global, regional and national creative award contests.

Highlights from the 2016 Gunn Report include the following rankings:

McWhopper

MOST AWARDED CAMPAIGNS ACROSS ALL GUNN REPORT MEDIA 2016

1 2 3

Burger King, ‘McWhopper’, Y&R New Zealand (Auckland) Microsoft Xbox, ‘Tomb Raider Survival Board’, McCann (London) DB Export, ‘Brewtroleum’, Colenso BBDO (Auckland)

Justino - Night Shift

MOST AWARDED FILM COMMERCIALS IN THE WORLD 2016

1 2 3 3

Loterias y Apuestas del Estado, ‘Justino - Night Shift’, Leo Burnett (Madrid) Currys PC World, ‘Spare The Act - Laptop’, AMV BBDO (London) Harvey Nichols Loyalty App, ‘Shoplifters’, adam&eveDDB (London) John Lewis Home Insurance, ‘Tiny Dancer’, adam&eveDDB (London)

Tomb Raider Survival Board

MOST AWARDED PRINT / OUT OF HOME ADS AND CAMPAIGNS IN THE WORLD 2016

Tiny Dancer

Volvo Trucks, ‘Looks Who’s Driving Feat. 4-yr-old Sophie’, Forsman & Bodenfors (Gothenburg)

40 MARKETINGISSUE209MAR-APR

1 2 3

Microsoft Xbox, ‘Tomb Raider Survival Board’, McCann (London) Burger King, ‘McWhopper’, Y&R New Zealand (Auckland) DB Export, ‘Brewtroleum’, Colenso BBDO (Auckland)

... we’ve seen some wonderfully creative ideas shining through in 2016 with brand purpose a strong theme... MOST AWARDED AGENCIES IN THE WORLD 2015

The Next Rembrandt

MOST AWARDED DIGITAL ADS IN THE WORLD 2016

1 2 3

Burger King, ‘McWhopper’, Y&R New Zealand (Auckland) ING, ‘The Next Rembrandt’, J. Walter Thompson (Amsterdam) Lockheed Martin, ‘Field Trip To Mars’, McCann (New York)

1. adam&eveDDB (London) 2. Colenso BBDO (Auckland) 3. AlmapBBDO (São Paulo) 3. Y&R New Zealand (Auckland)

MOST AWARDED NETWORKS IN THE WORLD 2016 1. BBDO 2. McCann 3. Leo Burnett

MOST AWARDED COUNTRIES IN THE WORLD 2016 1. USA 2. UK 3. Australia Brewtroleum

MOST AWARDED ALL GUNNS BLAZING IN THE WORLD 2016

1 2 2

Burger King, ‘McWhopper’, Y&R New Zealand (Auckland) DB Export, ‘Brewtroleum’, Colenso BBDO (Auckland) REI, ‘#OptOutside’, Venables Bell & Partners (San Francisco)

#OptOutside

MOST AWARDED ADVERTISERS IN THE WORLD 2016 1. Samsung 2. Burger King 3. Volkswagen

Emma Wilkie, Managing Director of The Gunn Report, shared, “The purpose of The Gunn Report is to give an objective overview of the best creative ideas, and who is behind them, based on the results of the most important creative awards from around the

world. Overall, we’ve seen some wonderfully creative ideas shining through in 2016 with brand purpose a strong theme. Whilst previous winners still exhibit their greatness, new stars are rising up the ranks.” The Gunn Report 2016 guest editor Kate Stanners, Chairwoman and Global Chief Creative Officer of Saatchi & Saatchi, who has contributed her own personal commentary to the report and awards tables, added, “This is what great work looks like. It never ceases to amaze me how hard it is to make any one of the ideas in this Report. Ideas are fragile; they can collapse at any point. Sometimes an idea is pure and simple, you can feel the power of it from its inception; others have been shaped and crafted into great. It takes passion, tenacity, it takes a team and a great client. None of it is easy, but greatness comes in not giving up.” The ranking tables, commentaries and the accompanying ads as well as country comparisons (population and ad market size/ranking) are now available to view online at www.gunnreport.com.

ISSUE209MAR-APRMARKETING 41

creative showcase SWECO A SMARTER CITY ADVERTISING AGENCY VOLT, STOCKHOLM, SWEDEN ART DIRECTOR LARS JANSSON COPYWRITER JOHAN SUNDBERG ILLUSTRATOR SIMÃ&#x201C;N JESUS UBEIRA

42 MARKETINGISSUE209MAR-APR

years

S years

S P

FASTEN YOUR SEAT BELTS, WE ARE ABOUT TO TAKE OFF….. OVER THE COMING PAGES, WE WILL JOURNEY TOGETHER THROUGH THE LAST 20 YEARS OF OUR LIVES. AN ODYSSEY OF CAMPAIGNS, AWARDS, NEWSMAKERS, EXPERIENCES, EVENTS, LEGENDS, MILESTONES AND EVEN TEAR-JERKING MOMENTS… IN MOST CASES, I AM WRITING IN THE FIRST PERSON WHEN LISTING MY COMMENTARY AS FOOTNOTES ALONGSIDE THE PAGES AND PICTURES. TAKE YOUR TIME AS WE COVER MUCH GROUND AND HOPEFULLY THE JOURNEY WILL TOUCH YOU AS AS MUCH AS IT TOUCHED ME….

HARMANDAR SINGH aka HAM aka HAMBO aka SLEDGEHAMMER aka THE HAMMER aka TURBANNED STRANGER aka HALAL HAM aka ADVERTISINGH

ISSUE209MAR-APRMARKETING 43

years

S 1997 August/ September 1997

 We will always love Yasmin Ahmad. She was brutally honest, and inspired us to launch the Malaysian Creative Circle Awards to help raise the bar on creativity.

 Remember our first cover with the sexy Jennifer Chan? She became CEO of BBDO Malaysia and shone like a star. Plus her swanky new offices started a trend among other ad agencies to hunt down celebrity interior designers for their shops too!

December/ January 1998

 The one and only Neil French aka Godfather, who became the biggest kahuna in the ad world. We hosted his talk with O&M in KL. Today Neil lives in Majorca, Spain and drives his son Daniel to school every day. Finally, a life!

44 MARKETINGISSUE209MAR-APR

years

S 1998

April/May 1998

ď&#x20AC;ł We always had clients asking us to do ads for them, since our DNA is Creativity. This is a series we did for colour separator Far East. There was another ad we can't seem to find anymore, which had a picture of the rainbow and headline: Best colour separator under the sun.

ISSUE209MAR-APRMARKETING 45

years

S 1999

October 1999

 When Sonal Dabral arrived from India to be ECD of Ogilvy KL, he gave a lot of creative heads a run for their money, and some headaches too. Starting with a Golden Kancil for Panadol!



April/May 1998

 Any chance we had to crack a good joke or bring humour, we would jump at it. This ad done by us made Joe D Silva more than an ordinary Joe, even though I think his handsome face stole the limelight from the headline!

46 MARKETINGISSUE209MAR-APR

Aug/Sept 1999 In the good heydays when TV commercials won awards and had spectacular execution, AXIS Films stood out like a beacon in the night.

years Feb/Mar 1999

ď&#x20AC;ł We also dabbled in head hunting but it was short lived as we decided it conflicted with our core strategy as a content provider. You see, poaching people closed doors to meaningful engagement and stories.

ISSUE209MAR-APRMARKETING 47

years

S April/May 1998

 Ham as a baby, or some say Hamlet. We turned one and I turned on my stomach. One can never forget the early days.

Apr/May 1999

 We sent a rookie writer to interview Yasmin Ahmad, who was not fussy about it. The story turned out amazing: Yasmin is a story-a-second celebrity.

November 1999

When Tongkat Ali became a sex stimulant rave, some of our ad guys decided to take a poke at it. This is a poster spotted in a coffee shop, which says it all.

Aug/Sept 1999

 Getting advertisers to support our magazine was always a challenge. Here, we asked Sir Martin Sorrell to help out.

48 MARKETINGISSUE209MAR-APR

years

S October 1999

Apart from the significance of this Kancil Awards night, we are particularly proud with the pictorial coverage which truly captured the energy and euphoria of the victories. Thanks to the tenacity and talent of Jen Hor Siow!

November 1999  When we tell Malaysians we published a Singapore edition for over 8 years, they never take us seriously. Malaysia Boleh can be a painful reality that only prides itself on our soil. Here’s our coverage of the prestigious Singapore Creative Circle Awards (CAA) across some glorious pages.

50 MARKETINGISSUE209MAR-APR

years

S November 1999 We open an advertising school. Its earlier name was Institut Ilham, but only ill and harm came. So we changed the name to Institut Sledgehammer. May 2000 The first batch of students in our class was small and made of fresh school leavers. We do keep in touch till today, except for a few of them. Most, fortunately, have prospered. Brave kids!

2000

August 2000

When you run magazines, award shows and also an ad school, the students get to benefit the most from the networking and learning!

54 MARKETINGISSUE209MAR-APR

VIRTUAL RETAIL ADS

years

December 2000

ď&#x20AC;ľThis ad for our school talks about the days when life was easy and carefree. Luckily, the censors did not rap us for this depiction of life!

October 2000

ď&#x20AC;ľI met Prof Dr Mohd Zin at USM and he was running the Mass Comms faculty. Together we conceived and launched their annual Ad Wave event that runs to this day.

58 MARKETINGISSUE209MAR-APR

years

S Februari 2000

When all the money you have is under your pillow, and you don’t have rich uncles or bankers to give you money, you do your own ads and run them in your own magazine. Because two full page ads in a national newspaper equalled the school fees we collected for the entire year! Maybe in my next life…

ISSUE209MAR-APRMARKETING 59

years

S September 2000 When advertising top guns Omar Shaari and Thomas Low had to leave D’Arcy because the global network decided to close down one day, they started their own shop called OT (their initials). It was more of a dog’s life for a while!

60 MARKETINGISSUE209MAR-APR

years

S June 2000

Our digital expert columnist from day one has been Josh Sklar. Here he pours his heart out about how his son’s life was saved.

ISSUE209MAR-APRMARKETING 61

years

S January 2000

I was always a big fan of Outdoor and there’s no one greater in this space than David Bernstein. When the chance came to publish him, I jumped right in!

62 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 63

years

S 2001

January 2001

64 MARKETINGISSUE209MAR-APR

years

S March 2001  When outdoor players UPD and Utusan were talking merger, we decided to get cheeky.

October 2001

 Our second intake graduation class; all of them are highly successful. One owns a 4As agency and another runs Indonesia’s most successful film production house.

ISSUE209MAR-APRMARKETING 65

years

S January 2001

ï&#x20AC;´Advertising is a craft, this ad spells it out.

66 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 67

years

S May 2001

Ogilvy’s Sonal Dabral really made a dent on Malaysia’s creative landscape when he was here. He then moved on to Singapore to head Ogilvy as ECD & MD, and it became the most awarded ad agency in the world at Cannes Lions! Here is his story…

68 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 69

years

70 MARKETINGISSUE209MAR-APR

years

S September 2001

Never enough can be said about Yasmin Ahmad. Our love affair with her continues in this expansive piece, as she shares her trials, tribulations, heroes and more….

ISSUE209MAR-APRMARKETING 71

years

January 2001

 The late Dato Tony Lee who owned and ran Batey Ads was a fervent supporter of creative standards. We interviwewed him at a teh tarik stall: the former three-term 4As President authored and launched the Content Code in 2004. Dato Tony was also the Founding Chairman of Communications & Multimedia Content Forum (CMCF).

September 2001

Our tribute to this great man who helmed the Malaysian Advertisers Association and also founded the first advertising school in Malaysia - also known as IACT, now owned by BAC. We wonder if this would still be the case if he was alive…

72 MARKETINGISSUE209MAR-APR

years

S March 2001 A sneak look at what creative people do during their spare time, and other juicy bits they care to share…

ISSUE209MAR-APRMARKETING 73

years

74 MARKETINGISSUE209MAR-APR

years

S 2002

July 2002

This story about Cannes Lions is one of my favourite pieces, hope you enjoy as much as I laboured over it…

ISSUE209MAR-APRMARKETING 75

years

April 2002

ď&#x20AC;łThe very young Tan Sri Tony Fernandes beat all odds to make it big at AirAsia. We are also proud that one his first public speaking platforms in Malaysia was at one of our events. The man is a legend and capturing his early days was an honour for us.

June/July 2003 ď&#x20AC;´Another cheeky recruitment ad by advertising rebel and creative director Ben Hunt for Batey.

76 MARKETINGISSUE209MAR-APR

years

S 2003

February 2003

We launched the Power Suits awards to applaud those often ignored in the industry - the tireless professionals in Account Management.

April/May 2003

The first winner of our Power Suit of the Year award was Ms Sulin Lau of Naga DDB. Today she is Head of Marketing Services at Maxis.

ISSUE209MAR-APRMARKETING 77

years

S 2005

May 2005

ď&#x20AC;´It is amazing what can be achieved when a small group of people have the vision to take on the world - these graduates from my school remain my darlings forever!

78 MARKETINGISSUE209MAR-APR

years

June 2005

ï&#x20AC;³Rip-off Of The Century: but Neil managed to make an ad out of it!

ISSUE209MAR-APRMARKETING 79

years

July 2005

This ad for the Malaysian Creative Circle Awards captures the unbelievable joy and relief of winning. Dramatisation knows no bounds.

80 MARKETINGISSUE209MAR-APR

August 2005

Worldwide Creative Boss of DDB Bob Scarpelli was Jury President for the 2nd Malaysia Creative Awards. This man has won it all and was Jury Prez in Cannes. It was his first trip to Asia, let alone Malaysia! Remains a great friend of ours.

November 2005

The day Neil French saw “Death by Blog” after a ‘feminist’ statement he made in Toronto. The fall from grace as Global Creative Godfather of WPP, the world’s largest advertising network, was not funny. I suspect they paid him a lot to leave. Just as well...

years

S December 2005

ï&#x20AC;³4As President Tan Sri Vincent Lee giving me a rare honour. Would have loved to say a few words on stage..

ISSUE209MAR-APRMARKETING 81

years

2006

January 2006

ï&#x20AC;´A historic moment when the 4As launched their Pitch Fee guidelines: a show of solidarity and demand for a little respect.

82 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 83

years

84 MARKETINGISSUE209MAR-APR

years

S June 2006

ď&#x20AC;łSay what you like about Henry Tan, but he belongs in our great books. The man has an opinion, which is more than we can say for a lot of others. During his time in Mindshare Malaysia, the office won the best Mindshare office in the world award.

ISSUE209MAR-APRMARKETING 85

years

S August 2006

Neil French at home at the La Colombe d’Or, 20 mins from Cannes. He stays here as the devout beat a path to meet him. A rustic, family-run inn once favoured by the likes of Picasso and Matisse, La Colombe d’Or in Provence offers simple country pleasures amidst the world’s most iconic masterworks bestowed by its famous guests.

86 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 87

years

S 2007

February 2007

ï&#x20AC;´After 6 years of publishing in Jakarta, we decided to run this editorial in our Malaysian issue. BTW, we stayed on at our office in Jakarta Selatan for another 5 years!

88 MARKETINGISSUE209MAR-APR

years

March 2007

ď&#x20AC;łPutting together and later piecing apart the third edition of the Malaysian Creative Circle Awards was both pleasure and pain. Judging was to be done in London at the same place the D&AD was judged. The best in the world confirmed to judge led by advertising copywriter Hall of fame winner Adrian Holmes. But it was not to be. Anyway, read the notes from my travels.

ISSUE209MAR-APRMARKETING 89

years

S 2008

March 2008 ï&#x20AC;´Turning point in Malaysian elections, and I was proud to be part of it.

90 MARKETINGISSUE209MAR-APR

years

July 2008

ď&#x20AC;łEverybody knows about the Petronas Tan Hong Ming commercial. The world got to appreciate it too, when it won Gold at Cannes Lions in 2008, marking Malaysiaâ&#x20AC;&#x2122;s first ever film Gold winner at the festival.

ISSUE209MAR-APRMARKETING 91

years

S May 2008

ď&#x20AC;´ One of the most iconic covers we ever produced. It won lots of awards, as we boldly brandished the crow-tailed crusader of Malaysian journalism! Citizen Nades is a true legend, thereâ&#x20AC;&#x2122;s nothing more we can add to this piece..

92 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 93

years

S August 2008

ď&#x20AC;´We launch our second magazine, MARKETING, which eventually replaces ADOI because as the business landscape evolved with the times, the industry became more than just about advertising. Banana leaf lunches for all!

94 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 95

years

S August 2008

ï&#x20AC;´Our magazine served Effie Malaysia from the day it was born. We gave generous support through all its early years.

96 MARKETINGISSUE209MAR-APR

years

S August 2008

McCann Erickson was my first ad agency and I stayed for 12 years before leaving as Creative Director (there were no ECDs then). So when they opened their new office in PJ, I just had to write about it…

ISSUE209MAR-APRMARKETING 97

years

September 2008

A contentious issue then and now

September 2008

98 MARKETINGISSUE209MAR-APR

This Editor’s Note is actually dedicated to my good friend Robert Seymour, who headed Bozell advertising for over 30 years…

years

September 2008

ď&#x20AC;´The topic of corruption or commission has a lots of twists and turns. Writing about it is a skill onto itself. Anything can happen, otherwise.

ISSUE209MAR-APRMARKETING 99

years

S 2009

January 2009

ï&#x20AC;´My ex boss Bruce Bendrey was creative director at McCann Erickson Malaysia for almost 6 years. He was a great salesman and any agency facing him in a pitch situation was always in trouble. I learnt everything from him.

100 MARKETINGISSUE209MAR-APR

years

S July 2009

ď&#x20AC;łWe brought this unique global event to Malaysia where budding creative talent presented their portfolios to senior creative directors for advice. Great stuff!

ISSUE209MAR-APRMARKETING 101

years

S August 2009 ï&#x20AC;³Our favourite picture of Yasmin in an issue that was dedicated to her life.

102 MARKETINGISSUE209MAR-APR

years

August 2009

ï&#x20AC;³One of our most prolific Regional Editors Dean Johns writes a tribute to Yasmin.

ISSUE209MAR-APRMARKETING 103

years

S 2010

October 2010

An irritating road sign made me furious one morning and this Editor’s Note is the result. Read with caution.

104 MARKETINGISSUE209MAR-APR

years

S November 2010 ď&#x20AC;łDatoâ&#x20AC;&#x2122; (Dr) Hussamuddin Yaacub is a dear friend, we are both East Coast boys: him from Kelantan and me from Terengganu. As Chairman & Group MD of Kumpulan Media Karangkraf, he runs the largest Malay publishing empire in the country. Nobody knows the Malay consumer better than him and his team.

ISSUE209MAR-APRMARKETING 105

years

S 2011

January 2011

My staff asked me to put this here…

106 MARKETINGISSUE209MAR-APR

years

S February 2011

ISSUE209MAR-APRMARKETING 107

years

September 2011

ï&#x20AC;´Bala Pomaleh has done it all and is so cool about it. He always has a great story for us...

108 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 109

years

S 2008

July/Aug 2008

ï&#x20AC;´Our maiden issue of MARKETING magazine played on the zeitgeist of the time, ie. lawyer VK Lingam in a scandalous judgefixing video clip muttering "Correct, correct, correct!"

110 MARKETINGISSUE209MAR-APR

years

S Sept/Oct 2008

ï&#x20AC;³A very much younger group at Sledgehammer Communications, three of them are still with us. In fact, our current team has 40% returning staff.

ISSUE209MAR-APRMARKETING 111

years

S Sept/Oct 2008

ï&#x20AC;´The launch of MARKETING marked the beginning of a larger content canvas for the magazine and completed the total communications overview of the industry for our 30,000 readers.

112 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 113

years

S December 2008

ď&#x20AC;´MARKETING, together with market research company TNS, conducted and published the CREAM report annually for 3 years; ranking agencies in a robust survey among marketers. CREAM stands for Client Relationships & Experiences with Agencies in Malaysia.

114 MARKETINGISSUE209MAR-APR

years

S 2009

February 2009

ï&#x20AC;³Now you all know how Obamian I can become!

ISSUE209MAR-APRMARKETING 115

years

116 MARKETINGISSUE209MAR-APR

years

S February 2009

An epic event for the magazine as we got up close with Obama’s campaign journey to the White House.

ISSUE209MAR-APRMARKETING 117

years

S February 2009

The month we brought Obama’s National Director of Special Events, Roger Fisk, to Malaysia who shared his journey with our industry.

118 MARKETINGISSUE209MAR-APR

years

July 2009

Continuing our Obama magic journey, we brought in Scott Goodstein, Obama’s Digital campaign director to Malaysia. Scott played the same role in Bernie Sanders’ presidential campaign last year.

ISSUE209MAR-APRMARKETING 119

years

120 MARKETINGISSUE209MAR-APR

years

S 2010

Oct/Nov 2010

ï&#x20AC;³One of my ex students, Kelvin Long, who has come so far and done so well that I was proud to visit him and say Syabas!!

ISSUE209MAR-APRMARKETING 121

years

S 2011

Oct/Nov 2011

ï&#x20AC;´MARKETING magazine played a pivotal role in the success of Effie Malaysia, and continues to do so.

122 MARKETINGISSUE209MAR-APR

years

2012

February 2012

We decided to welcome the Year of the Dragon with this ‘for-no-goodreason’ poster.

ISSUE209MAR-APRMARKETING 123

years

S August 2012

ï&#x20AC;´One for the lady on the stage!

124 MARKETINGISSUE209MAR-APR

years

S August 2012

ď&#x20AC;łBrand warrior, marketing maven, strategy grandmaster, suave salesman, Dato Sri Shazalli Ramly captured the zeitgeist of great marketing for almost two decades.

ISSUE209MAR-APRMARKETING 125

years

126 MARKETINGISSUE209MAR-APR

years

S September 2012

ď&#x20AC;łBecause of a brave decision made more than 6 years ago, the home of the Dragons of Asia awards remains in Malaysia till this day.

ISSUE209MAR-APRMARKETING 127

years

128 MARKETINGISSUE209MAR-APR

years

S October 2012

ď&#x20AC;łIt doesnâ&#x20AC;&#x2122;t get better than New York-based Grammy award-winning graphic designer and typographer Stefan Sagmeister. We brought him in to a sellout crowd in Malaysia. Interestingly, he goes on a year-long sabbatical every seven years, where he does not take work from clients.

ISSUE209MAR-APRMARKETING 129

years

S November 2012

ď&#x20AC;´A memorable infographic that plots Malaysiaâ&#x20AC;&#x2122;s creative reputation over 30 years at the most prestigious advertising festival in the world - Cannes Lions!

130 MARKETINGISSUE209MAR-APR

years

Unfortunately, after 2012 there was not much to celebrate regarding Malaysia’s performance at Cannes Lions.

ISSUE209MAR-APRMARKETING 131

years

November 2012

ï&#x20AC;´A gallery of our magazine covers and event buttons. We have a button for every event.

132 MARKETINGISSUE209MAR-APR

years

Our journey continues…

ISSUE209MAR-APRMARKETING 133

years

S 2013

February 2013

ï&#x20AC;´Another first for Malaysian marketing - a global awards show on our shores.

134 MARKETINGISSUE209MAR-APR

years

April 2013

When M&C Saatchi celebrated their 10th Anniversary in Malaysia, they paraded more than just style and creativity….

ISSUE209MAR-APRMARKETING 135

years

S July 2013

ď&#x20AC;´The only global advertising association in Malaysia which prides itself as the networking hub for the industry. And one where you can join as an Individual Member!

136 MARKETINGISSUE209MAR-APR

years

ISSUE209MAR-APRMARKETING 137

years

October 2013

ï&#x20AC;´Four years ago, we invited ex students and teachers of Institut Sledgehammer for lunch and the afternoon was full of nothing but surprises!

138 MARKETINGISSUE209MAR-APR

years

October 2013

Piyush Pandey, also known at the Lion of Jaipur, is a dear friend of this magazine. An advertising legend from India, he has been Cannes Lions Grand Jury President and last year published his advertising book “Pandeymonium”.

October 2013

We wonder what this gathering will look like 10 years from now….

ISSUE209MAR-APRMARKETING 139

years

S 2014

Jan/Feb 2014

In case, a media planner wants to know if we were ever audited by ABC, here you go… we were audited for more than 10 years…

140 MARKETINGISSUE209MAR-APR

years

Sept/Oct 2014

ï&#x20AC;³Neil French visits us to talk about creativity, charge up the juices and upset a few people...

ISSUE209MAR-APRMARKETING 141

years

Nov/Dec 2014

ï&#x20AC;´The Malaysian Media Conference chalked up its 10th Anniversary 3 years ago!

142 MARKETINGISSUE209MAR-APR

years

S 2015

Jan/Feb 2015

Another cover that won us many awards…

ISSUE209MAR-APRMARKETING 143

years

S July/Aug 2015

This story won Gold for Best Editorial, wonder why….

144 MARKETINGISSUE209MAR-APR

years

Sept/Oct 2015

ï&#x20AC;µThe man who knows where the affluent consumers are.

ISSUE209MAR-APRMARKETING 145

years

S 2016

May/June 2016

Our rapid-fire columnist Paul J Loosely shoots straight and doesn’t let sleeping dogs lie.

146 MARKETINGISSUE209MAR-APR

years

ï&#x20AC;³Paul was a regular columnist with us for almost 15 years. And still writes occasionally.

ISSUE209MAR-APRMARKETING 147

years

S May/June 2016

ï&#x20AC;´ We bring the highly valued APPIES Awards to Malaysia, the first country outside Singapore to host it!

148 MARKETINGISSUE209MAR-APR

years

July/Aug 2016

ï&#x20AC;³Siva remains a rare type of media professional - a true blue fighter of good ideas and winner of the Malaysian Media Conference (MMC) Media Personality of the Year award. ISSUE209MAR-APRMARKETING 149

years

S Nov/Dec 2016

ï&#x20AC;´Ray is a dear friend of mine, who was first my client, then became a fellow media owner and finally educationist.

150 MARKETINGISSUE209MAR-APR

ISSUE209MAR-APRMARKETING 151

152 MARKETINGISSUE209MAR-APR

ISSUE209MAR-APRMARKETING 153

154 MARKETINGISSUE209MAR-APR

ISSUE209MAR-APRMARKETING 155

FAME STARTS HERE CALL FOR ENTRIES 2017 SHARING IS LEARNING

CLOSING DATE:

30 APRIL, 2017 www.appies.com.my