Advertising + Marketing MY - Nov 2015 by Marketing Magazine Group

NOVEMBER

2015

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ED’S LETTER

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IT HAS TO BE INTERACTIVE … THEN AGAIN, MAYBE NOT Rezwana Manjur, Deputy Editor rezwanam@marketing-interactive.com Noreen Ismail, Journalist noreeni@marketing-interactive.com Editorial – International Matt Eaton, Editor (Hong Kong) matte@marketing-interactive.com Production and Design Shahrom Kamarulzaman, Regional Art Director shahrom@lighthousemedia.com.sg Fauzie Rasid, Senior Designer fauzier@lighthousemedia.com.sg Advertising Sales – Singapore & Malaysia Johnathan Tiang, Sales Manager johnathant@marketing-interactive.com Ee Kai Li, Account Manager kailie@marketing-interactive.com Grace Goh, Account Manager graceg@marketing-interactive.com Jocelyn Ma, Account Manager jocelynm@marketing-interactive.com Ong Yi Xuan, Advertising Sales Coordinator yixuano@marketing-interactive.com Advertising Sales – International Josi Yan, Sales Director (Hong Kong) josiy@marketing-interactive.com Events Yeo Wei Qi, Regional Head of Events Services weiqi@marketing-interactive.com Circulation Executive Deborah Quek, Circulations Executive deborahq@marketing-interactive.com Finance Evelyn Wong, Regional Finance Director evelynw@lighthousemedia.com.sg

You get to hear this a lot from marketers, especially when it comes to traditional media, that they have to become interactive. Marketers go on and on about how far interactivity can take those conversations you’d wanted to have with consumers, and how great it is to be able to carry it online from offline. All that is great by the way, but I’m just not sure if we are missing out something vital in this rat race to make everything interactive. Growing up, here’s what ads meant to me – they were stories, packaged beautifully within a few minutes and invariably ending on a note that either tugged at my heartstrings, or tickled a funny bone, or left me with a warm fuzzy feeling. Nothing more, nothing less. I still remember characters from those ads. (Heck, I wanted to become like some of them, but that’s another discussion). That girl who comes home after completing her PhD, only to find her grandma waiting for her as always; those short dialogues between them, the eye contact, and in the end, grandma handing her a soap or hair oil which the girl has used growing up, asking her to continue using it as it’s good for her – now that’s one plug I didn’t mind at all. Or, that five-year-old who is so upset with his strict parents that he leaves his home, only to come back after hearing that mum has cooked his favourite dessert. The voice over then introduces the healthier oil in which the dessert was cooked. Simple. I still remember

the brand (and ended up using it as well). There are so many more that come to mind and I revel in delight. As a colleague rightly put it, ads are like art. If tastefully done, they need no explanation and linger in your mind for a long time. All this makes me wonder, if brands now are a bit too “kan-chiong” to trust creativity and messaging. The realities of business are different, many may argue. Granted. Besides being subtle and letting creativity take charge would require enormous amount of guts too. Striking a balance between the new and the old is a tall order and the pressure on businesses to perform is real. The means, therefore, are in accord with the end. But as a consumer, I will continue to feel about advertising what most ads today are not – a piece of art, a gentle nudge, a subtle reminder, a pleasant story. Enjoy the edition.

Photography: Stefanus Elliot Lee – www.elliotly.com; Makeup & Hair: Michmakeover using Make Up For Ever & hair using Sebastian Professional – www.michmakeover.com

Editorial Rayana Pandey, Editor rayanap@marketing-interactive.com

Management Søren Beaulieu, Publisher sorenb@marketing-interactive.com Tony Kelly, Editorial Director tk@marketing-interactive.com Justin Randles, Group Managing Director jr@marketing-interactive.com

Advertising + Marketing Malaysia is published 6 times per year by Lighthouse Independent Media Pte Ltd PP 16093/12/2011 (026708). Printed in Malaysia on CTP process by Percetakan Skyline Sdn Bhd No. 35 & 37 Jalan 12/32B, TSI Business Industrial Park, Batu 61/2 Off Jalan Kepong, 52100 Kuala Lumpur Tel: 03-6257 4846. For subscriptions, contact circulations at +65 6423 0329 or email subscriptions@marketing-interactive. com. COPYRIGHT & REPRINTS: All material printed in Advertising + Marketing Malaysia is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Singapore office. Disclaimer: The views and opinions expressed in Advertising + Marketing Malaysia are not necessarily the views of the publisher. Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 Hong Kong: Lighthouse Independent Media Ltd Unit A, 7/F, Wah Kit Commercial Building 302 Des Voeux Road Central, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 To subscribe to A+M Malaysia magazine, go to: www.marketing-interactive.com ...............................................................................................................

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Rayana Pandey Editor

N OV E M B E R 201 5 | a dvert i s i ng + m a r ke t i ng 1

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CONTENTS

4 A MONTH IN NEWS A round up of a month of news from Singapore and the region. 10 CAN YOU REALLY PROTECT CREATIVITY? Uncredited creativity is nothing new in the arts industry but Noreen Ismail raises a pertinent question.

12 EVENT MARKETING: MORE THAN JUST A BRANDED SPACE Combining a positive brand experience with in-person engagement is one way to turn your consumers into brand loyalists. Noreen Ismail writes.

20 THE RETAIL FUTURE Clicking the brick ‘’ – the journey of brick and mortar stores, where does it start and where does

it end? Noreen Ismail writes.

22 PR ASIA 2015 Our third edition of our PR conference explored various topics ranging from PR talent to clientNo marketer should ever take event marketing lightly. Combining positive brand experience with in-person engagement is one way to turn your consumers into brand loyalists. More on event marketing in our cover feature.

agency relationships to measurement. Read the summary of what was discussed.

27 B2B ASIA The one day-conference on B2B sales and marketing saw discussions around integrating the

two functions, adapting strategies to the digital era and the challenges and opportunities within the industry.

SCAN TO SUBSCRIBE!

20 12 What you’ll learn in this issue: >> How to protect creativity >> How to use space for events creatively >> Issues facing B2B sales and marketing and PR WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

22 27 N OV E M B E R 201 5 | a dvert i s i ng + m a r ke t i ng 3

NEWS

WANT MORE BREAKING NEWS? SCAN THE CODE TO FIND OUT WHAT’S GOING ON IN THE INDUSTRY.

Sizzling partnership Sting, an energy drink brand of Suntory PepsiCo Vietnam Beverage (SPVB), launched an advocacy campaign in the country with the help of Malaysian agency Advocacy and Mindshare Vietnam. Sting complemented the campaign by launching a Word of Mouth (WOM) aspect amongst consumers to extend and expand the brand’s appeal organically. The campaign generated 31,504 actions by advocates for Sting Brand and had over 4,633 authentic user generated content. Courts appoints Starcom Courts Malaysia has appointed Starcom Mediavest Group as its media agency. The appointment came shortly after the agency’s Singapore arm also taking on the Courts business from Group M’s Maxus. A+M understands that the agency will be working with Courts to handle content, data and precision marketing duties. The incumbent on the account was Mindshare. Earlier this year, the company invested in excess of RM20 million for a new look and a range of marketing initiatives. Fruitful innovation Nestle had a fruitful third quarter as the company saw an increased turnover in Q3 driven by the success of new product launches, as well as the Nestlé ‘Lagi Sihat, Lagi Happy’ consumer campaign. It registered an increased turnover of 5.3% to RM1.2 billion for its third quarter ended 30 September 2015 compared to the corresponding period last year.

Search for campaigns Communications service provider Maxis appointed specialist digital agency, SearchGuru, to manage all search campaigns in Malaysia beginning 1 November 2015. This followed a search agency pitch in July involving several global agencies including Mindshare, Marvelous (a subsidiary of IPG mediabrands) and performance marketing specialists Clicks2Customers.

Bonanza sale In a bid to lure customers, Malaysia Airlines unveiled in year end sale on its site. The airline offered a bonanza 50% off all tickets in its Year End Super Specials (YESS). Guests can purchase international or domestic airfares inclusive of 30kg complimentary checked-in baggage and meals. The YESS campaign is for the travel period of 1 November 2015 until 30 April 2016 and available for immediate booking on Malaysia Airlines’ website. Messages that resonate Bank Simpanan Nasional (BSN) appointed Rantau PR as its agency of record for a year. The appointment comes following BSN working with the agency on several campaigns such as You Against Debt and Jom Happy campaigns. The recent introduction of BSN’s rebranding is the first project for Rantau PR in its new role. The bank is focused on creating awareness on the impact of its rebranding.

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Creamy campaign Following a closed door pitch, General Mills Southeast Asia appointed GOVT Singapore to work on its upcoming regional Häagen-Dazs 2015 Festive Campaign. The agency will conceptualise and produce the work for Singapore, Malaysia and Thailand. Titled “Real Moments”, the work will span across various communication touchpoints including ATL, out of home, instore, retail, digital, social, and activation. The campaign rolled out in the first half of November 2015.

Startup bootcamp Startupbootcamp FinTech Singapore inked a deal with Malaysian bank CIMB Group to expand the accelerator’s reach into the ASEAN markets. The partnership will also give FinTech an added opportunity to pitch before an audience of financial industry experts and angel investors. The partnership with CIMB Group will increase this support in offering the 2016 startups additional expertise, exposure channels, and access into the high potential markets in ASEAN.

Refreshed identity Telekom Malaysia Berhad launched refreshed visual identity for its fully integrated broadband and value-added service brand, UniFi. According to a statement from TM, the refreshed visual identity puts a new generation of Malaysians, the ‘TheMakersOfTomorrow’, at the heart of the brand. The company worked with Brand Union for the refresh which boasts a new vibrant multicolour block system that breaks away from traditional monochromatic category thinking.

Getting digital Watsons Malaysia appointed Rally as its digital agency of record following a pitch in July this year. Rally will now be tasked to handle Watson Malaysia’s social media duties along with digital media planning and buying. The agency will also be conceptualising digital creatives for the client and tracking its analytics to form firm digital strategies for Watsons Malaysia. Happy Kidneys Sunway Medical Centre (SunMed) launched a new campaign titled “30 Days to Happy Kidneys” in collaboration with the National Kidney Foundation of Malaysia (NKF). The campaign aimed to raise funds to help NKF. It sought to increase awareness on caring for the kidneys and reducing the incidence of diabetes, and also to raise funds to benefit NKF. The campaign launched an Instagram platform to push for more online engagement. WWW. MARK E TING-IN TE RAC TI VE . C OM

NEWS

Buying radio Media Prima entered into a conditional share purchase agreement to acquire Copyright Laureate (CLSB) which operates Ultra FM and Pi Mai FM radio broadcasting stations for a total cash consideration of RM20 million. The purchase saw Media Prima owning 100% stake in the two radio stations. Media Prima currently operates three radio stations, namely Hot FM, Fly Fm and One FM.

Tasty collaboration KFC Malaysia launched a campaign on social media platform Instagram. The fast food restaurant worked with its social media agency IPG Mediabrands for the campaign which will ran until the end of October 2015. The duo have also partnered up with Adknowledge to integrate the ad into its recently announced social video marketing platform, AdParlor. KFC Malaysia was one of the first companies to use Instagram advertising through AdParlor.

m/Six bags beverage account F&N Beverages appointed Group M’s media agency m/Six to handle its strategy, planning and buying across various media platforms. The incumbent on the account was Initiative Media. The agency won the account following a pitch against Universal McCann, PHD and Optimedia. Jenny Wong, head of brand marketing of F&N said the agency was handed the account based on its strategic planning, insights and data analysis, passion and enthusiasm. WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

Liquor appreciation Moët Hennessy Diageo Malaysia (MHDM) has appointed Roots PR to handle its media relations. The agency will also be supporting the company’s marketing and branding activities in the local market. Roots PR’s appointment officially started in September 2015, for a contract period of one year. The brands under MHDM which Roots PR is responsible for include Johnnie Walker, Haig Club, Singleton, Mortlach and others.

Mobile pitch Mobile telecommunications service provider U Mobile launched a creative pitch.The four agencies involved were TBWA, McCann Erickson and Spin Communications and the incumbent BBDO Malaysia, a spokesperson from U Mobile confirmed to A+M. The objective of the pitch is to better consolidate its creative business. The appointed agency is tasked to handle the company’s postpaid business and an upcoming data project. Details of this project were not disclosed. Lighting up the qualifiers The FIFA World Cup qualifiers held at the Singapore Sports Hub were transformed into a vibrant and dynamic platform for in-event sports marketing. Full perimeter LED boards were used for the first time for the match between Singapore and Afghanistan. The new pitch-side advertising was one of the sponsorship activities introduced by the Football Association of Singapore’s strategic partner MP & Silva.

Declaring sustainability The Singapore Environment Council (SEC) and Consumers Association of Singapore (CASE) asked leading supermarkets, pharmacies and furniture retailers to declare they have not procured or used wood, paper and/or pulp materials from any of the companies accused of causing fires in Indonesia. These retailers included IKEA, Prime Supermarket, Sheng Siong, NTUC Unity, Watsons, NTUC FairPrice and Dairy Farm Group, which owns Cold Storage, Giant Singapore, Market Place by Jason’s, Guardian and 7-Eleven

Women of Will Sportswear retailer Under Armour launched a regional extension of its global women’s campaign “Women of Will” which was activated in March this year. Dedicated to celebrating the many women who use fitness and exercise to lead a healthy lifestyle, the campaign in Southeast Asia aimed to raise awareness for breast health in the month of October through Under Armour’s Power in Pink apparel series.

Lazada aims to boost growth Lazada Singapore appointed The Hoffman Agency Singapore as its PR agency. The Hoffman Agency will help position Lazada as consumers’ top-of-mind platform for online shopping. Since its launch in Singapore, Lazada has built a strong corporate presence and moved into the next phase of growth. The organisation is now looking to strengthen its consumer public relations outreach.

Making room for more After selling its UK business to software solutions provider Idox, digital agency Reading Room’s Australian and Singapore arms received a major capital injection. This came after a buy back from external shareholders by the founders Margaret Manning and Simon Usher. The Asia Pacific businesses are headquartered in Singapore and the agency also has four offices in Australia. It also recently launched in Thailand with clients across the whole region. Innovating anew International branding agency Landor will be launching a new business unit called Landor NorthandSouth in Southeast Asia. The new unit, which is slated to start work in the first quarter of next year, will have expertise in “very rapid innovation and design thinking” said Nick Foley, president of the Southeast Asia and Pacific regions and managing director of Landor’s Singapore office.

Connecting consumers NTUC Income launched a new campaign called “Adviser Connect” to promote the organisation’s linking of its consumers to the right financial advisors. Working with BBH Asia Pacific, the campaign runs across mediums such as OOH, digital banners, radio and taxis. The Adviser Connect platform personalises a financial advisor for consumers based on preferences they have selected – from a similar age group to personal interests.

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NEWS

Green initiative Carlsberg Singapore launched a global crowd-sourcing campaign “Cheers to green ideas”, which was initiated by the Carlsberg Group headquartered in Copenhagen. “Cheers to green ideas” is a global corporate sustainability campaign in partnership with the Think Tank Sustainia, to inspire and incentivise people and companies around the world to provide ideas on how to make Carlsberg beer more sustainable. Meaningful innovation Electronics company Philips rolled out a content-led integrated brand campaign in Singapore to promote its brand positioning and refreshed brand identity. The campaign featured stories that are rooted to local issues and trends to better reflect Philips’ mission to improve people’s lives through meaningful innovation. The Singapore brand campaign – the third and final instalment of a wider campaign in ASEAN and Asia Pacific – centred on the new visual storytelling platform “innovation and you”.

Celebrity endorsement AkzoNobel, the maker of Dulux paints, launched a campaign for Dulux Ambiance, a range of premium interior and special effects wall paints. For this, Dulux Ambiance partnered with FLY Entertainment artist Nadya Hutagalung to launch its special effects wall paints. Dulux Ambiance was created by colour experts and designers, based on an advanced paint formulation that offers wall decoration solutions.

Happy education Nanyang Business School (NBS), a school under Nanyang Technological University, reappointed Happy Marketer as its digital marketing agency of record in Singapore. Happy Marketer, an integrated digital marketing consulting firm headquartered in Singapore, will provide inbound marketing, digital paid media advertising, content marketing, social media management, web analytics and conversion optimisation services for NBS in Singapore, as well as email automation globally.

MCCY calls for media pitch Government agency the Ministry of Culture, Community and Youth (MCCY) has called for a media pitch. The government body is looking for an agency to provide online media planning and buying services for a period of 12 months. The appointed agency will work closely with MCCY on the online media buying plan to achieve its marketing objectives. The tasks include paid advertisements on MCCY’s social channels, ad networks and search engine marketing.

Sentosa shifts media account Sentosa Development Corporation (SDC) appointed MEC as its new media agency, shifting the account from incumbent OMD. MEC is contracted for two years. The agency is tasked to handle the Sentosa business, dealing with branding, strategic planning and creative planning of future campaigns. In 2011, the agency handled media buying for SDC in Singapore, along with other markets in the region.

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Flying high with Leo Burnett Tigerair appointed Leo Burnett as its social media agency of record following a pitch. The appointment sees Leo Burnett manage Tigerair’s integrated social media channels, which include Facebook, Twitter and Instagram across Singapore, Philippines, Hong Kong and Indonesia. In 2013, the airline also underwent a rebranding exercise handled by TSLA. Teh Yik Chuan, director of sales and marketing of Tigerair, said he was impressed with the agency’s understanding of its brand.

Celebrating commitment As part of United Overseas Bank’s (UOB) 80th anniversary celebrations, the bank launched a brand campaign focused on its unwavering and long-term commitment to its customers and employees. The new brand campaign is built on the heritage of UOB and the elements that have helped the bank remain relevant in the changing lives of its customers and employees globally. This principle is what lies behind the new tag line: “Right by you.” Investing in data Singapore Telecommunications (Singtel) made its biggest data centre investment in Singapore to date with a new SG$400 million data centre in Jurong. According to the telco, this was to meet growing demand for colocation and cloud services in Singapore. The new data centre is designed to meet the hosting needs of the financial services industry, government agencies, and cloud and internet service providers.

The good oil ExxonMobil’s Mobil 1, a synthetic engine oil manufacturer, launched its latest regional campaign called Car-Fu. Created by BBDO Singapore, the digital campaign included video, website assets and social activation. By leveraging the technology partnership between Mobil 1 and McLaren-Honda, Car-Fu was created not only to engage the target audience with entertaining content, but also to increase awareness and product consideration levels among everyday drivers.

French invasion MediaCorp and Crème Simon Singapore entered an agreement in which the Singapore media company took a stake in the French skincare company in exchange for advertising products and services. MediaCorp entered a media-for-equity partnership, an alternative investment model to the more conventional cash investments and seed funding that the company has undertaken to grow its business inorganically.

SG$2 million boost for Vanitee Luxasia, the leading distributor of renowned global fragrance and cosmetics brands in the region, along with angel investor Robert Yap, injected an amount of SG$2 million into Vanitee, a Singapore-based app to find and book beauty services. This was in a bid to boost the four-month-old app’s business expansion. The investment is being used to accelerate Vanitee’s user acquisition, and to grow its engineering and community teams. WWW. MARK E TING-IN TE RAC TI VE . C OM

Marketingâ&#x20AC;&#x2122;s MasterClass series is an ongoing programme of specialised workshops covering wideranging topics relevant to present-day marketing communications disciplines. Customised to fit the needs of marketers from various functions, each MasterClass course will enrich you with skills and tools to bring your competencies to a higher level.

Check out all upcoming courses here: WWW.MARKETING-INTERACTIVE.COM/MASTERCLASS-SERIES/SG COMING UP Social Media 101 Date: 23-24 February 2016 Digital and Social Media Performance Date: 26 February 2016 For Singapore registered companies, enjoy 60% rebate off the course fee under the Productivity and Innovation Credit (PIC) scheme.Contact Joven Barcenas, jovenb@marketing-interactive.com, +65 6423 0329 for further information on agenda and registration.

NEWS

Chang revamps Thai Beverage’s beer brand Chang Beer rebranded itself to Chang Classic. Five variants of Chang have been consolidated into one product named Chang Classic which officially launched on 9 October in Thailand. It will gradually roll out globally. The new look bears a revamped liquid profile and packaging. The new primary packaging sports a more contemporary look with a refreshed green colour and a long-necked shape. Indonesia measures up Media measurement and analytics company comScore launched two initiatives to expand mobile audience measurement in Indonesia. The firm activated its syndicated Mobile Metrix solution and introduced a joint mobile panel development with market research company Kantar, which fuels mobile and crossmedia audience measurement. The Mobile Metrix launched in Indonesia allows for the reporting of mobile browsers and app audiences on smartphones and tablets for tagged publishers.

New e-expressions Facebook launched its longoverdue “dislike” button in the form of six new emotional reactions, an extension of the thumbs-up button that gives its users more ways to share their reaction to a post in a quick way. The six new emojis depict various expressions, from an open mouth to express surprise (wow) to a scowling red face for anger (angry).

Integrating a new tool TubeMogul, an enterprise software platform for brand advertising, integrated Nielsen’s digital ad ratings desktop measurement tool into its platform. The programmatic video advertising company said the Nielsen digital ad ratings (DAR) – formerly branded as online campaign ratings – reporting was embedded in the TubeMogul platform across Singapore, China, Japan, Indonesia and the Philippines. DAR provides an audience age and gender verification tool for digital campaigns targeted to desktop sites.

Cognitive dedication IBM launched a consulting organisation to push for the value of cognitive business. The new practice draws on the expertise of more than 2,000 consulting professionals spanning machine learning, advanced analytics, data science and development. The unit is supported by change management specialists to accelerate client journeys to cognitive business. Industry analyst firm IDC predicted that by 2018 half of all consumers would interact regularly with services based on cognitive computing. Mondelēz splits media duties Mondelēz decided to split its account between Dentsu Aegis’ Carat and Starcom Mediavest (SMG). The chocolate maker’s APAC business will be handled by Carat. Carat will also be Mondelēz’s media partner in Europe and North America. The agency will handle all of Mondelēz’s communications. Meanwhile, SMG will look over territories such as EEMEA and Latin America. The changes will take effect from 1 January 2016.

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Viral content library Rightster, the global multi-platform network for digital video, launched VideoSpring, a fully searchable video licencing portal for brands, agencies and producers to source trending content for their creative campaigns and programming. The video library, which consists of a collection of viral and user-generated content, offers marketers, creatives and producers the ability to discover and licence the best-known and most shared videos on the web. Waggener Edstrom rebrands Independent communications agency Waggener Edstrom changed its name to WE. A statement from the agency said the new name and look showed how the agency had transformed over time to better harness the power of the collective WE – its clients, people, partners and influencers. Matt Lackie, executive vice-president of WE Asia Pacific, said: “This evolution has been underway for quite some time.”

Diageo appoints Mirum Alcoholic beverage giant Diageo appointed Mirum Vietnam as its digital agency for Smirnoff and Johnnie Walker, as well as Diageo’s nightlife events platform 9Life. This is the second time Mirum has snagged Diageo’s Smirnoff business. Last year’s campaign was about “Stirring the good times,” a local spin on the global brand’s purpose. A lack of self-esteem Beauty anxiety is felt by girls as young as 10. A study done by Dove found that nine out of 10 girls wanted to change at least one thing about their physical appearance. The brand has teamed up with creative content agency Evidently for its selfesteem project “Change One Thing”.

HOW MUCH DOES THAT COST?

GRABTAXI’S F1 FEVER

GrabTaxi Singapore unleashed a number of “supercars” from 15 to 20 September 2015 onto the streets of Singapore. Seven supercars roamed around the city to amp up the atmosphere as Singapore geared up for the race of the season. Commuters were encouraged to participate in the marketing stunt

and travel in luxury and style by booking free rides via the GrabTaxi app. In the spirit of Singapore’s racing season, each supercar sported the bold green and black livery of GrabTaxi. The creative and media buying duties were handled by APD. The campaign cost between SG$100,000 and SG$400,000.

WWW. MARK E TING-IN TE RAC TI VE . C OM

NEWS

AUDIT WATCH

ENGAGING CONDO RESIDENTS

Reaching further Vietnam Airlines launched “Reach Further”, a new global campaign that showcases the carrier’s fleet and cutting-edge features with the help of J. Walter Thompson Vietnam. This year’s global campaign focuses on the carrier’s long-haul business class while highlighting a host of features that help to provide a superior flying experience. The campaign launched in June 2015 and is currently airing in 10 countries. Luring the Brits Singapore Tourism Board Northern & Western Europe (STB) called for a public relations pitch out of its UK office. The appointed agency will also be tasked to provide PR and communications consultancy services to STB for strategic counsel, traditional and new media cultivation and media relations, including traditional and digital media. This is all in a bid to attract more inbound visitors from the UK.

Topping the ranks For the third consecutive year, Apple and Google topped Interbrand’s best global brands ranking, both significantly increasing their value. Apple, with a brand valuation of US$170.2 billion, shot up 43% this year to claim the top spot. Google, valued at US$120.3 billion, increased its value by 12%, while Microsoft ranked fourth ahead of IBM and Amazon, which entered the top 10 list for the first time with a brand value of US$38 billion. WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

CondoConcierge has been launched in Singapore. Owned by parent company Perceptif Ventures, the free magazine is delivered directly to condo apartments in areas such as Orchard, Katong, East Coast and Sentosa. CondoConcierge will also be distributed to expat organisations, clubs, schools, cafes and other relevant outlets in Singapore. The magazine aims to draw in advertisers from the luxury goods, property, interior and travel sectors. The monthly publication launched in October in Singapore with a print run of 10,000. The team aims to double its distribution by early 2016. It is currently not audited, but plans to get its circulation audited once it has completed its first two distribution cycles. The magazine is available

#TakeFlight returns Twitter introduced a redesigned experience for its #TakeFlight initiative to help agencies build expertise with the company’s realtime marketing capabilities. Twitter Flight School aims to provide a more customised way for brands to build expertise. Participants can take part in scenario-based exercises and receive tips on efficient media planning and optimising brand awareness. Citi settles media pitch Citi appointed Publicis Groupe’s One Citi Global team to handle its media account. One Citi Global is a custom-created business unit made up of various agencies under the Publicis Groupe network. The group covers not only media duties, but also creative, production and digital. Currently, Publicis Worldwide handles Citi’s creative duties.

in both print and digital, with its website currently undergoing a makeover. While the magazine has section editors, it is looking to appoint a chief editor. The magazine consists of a team of nine, including designers, contributors and editors. It bears the motto “Engaging residents with a rewarding lifestyle” targeting affluent expats and Singaporeans couples and families living in condos.

Integrating Instagram Adknowledge Asia, an advertising technology company, launched Instagram advertising through its social video marketing platform, AdParlor. The new AdParlor software extension allows brands and agencies to place advertisements on Instagram, Facebook, YouTube and Twitter from a single, integrated platform to produce key insights for improved targeting and efficiency. The AdParlor integration of Instagram was aimed at giving advertisers a way to connect with customers across all popular social platforms.

Maxus wins CocoMax Thai F&B company Asiatic Agro Industry appointed Maxus to handle the media account for its CocoMax product for a period of one year starting January 2016. Maxus will also help with strategy development and research for the brand. “Maxus Singapore was appointed to build up CocoMax’s media relations which is focused on building more profitable relationships between consumers and brands,” said Warongrong Tunkham, marketing director of Asiatic Agro. Connecting with netizens Social intelligence company Digimind launched its social media command centres. The command centres leverage sporting events, trade shows, concerts, and other live events by putting a spotlight on social media communication. Viewers are presented with trending hashtags and relevant social media channels to connect with, live Tweets and mentions, and the most important alerts. Social media data offers insights into every department from product development to sales and customer service.

Virtual reality for MINI MINI launched two new 360° short films on Facebook. The campaign was said to be one of the first virtual reality campaigns to use a cinematic narrative. The films were created by the Berlin creative agency KKLD which was also responsible for the global campaign concept that spanned across several digital channels. The two six-minute short films Real Memories and Backwater can be viewed on Facebook with its newest 360 video feature.

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NEWS ANALYSIS

CAN YOU REALLY PROTECT CREATIVITY?

Uncredited creativity is nothing new in the arts industry but Noreen Ismail raises a pertinent question.

Artists’ woes: What can we as an indsutry do to protect creativity?

Hotel Indigo, a boutique hotel brand under InterContinental Hotels & Resorts (IHG), has lifted an artist’s work without permission. The hotel then reproduced and used the artwork as part of the hotel’s marketing messages, to the dismay of the artwork’s creator Richard Lee Xin Li, an architect and illustrator. Lee stumbled on his uncredited artwork via The Shutterwhale, a lifestyle blog that claims to 10 a d verti s i ng + marketi ng | N OV E M B E R 2015

independently review “hotels, loyalty points and travel”. According to Lee, he was contacted by Master Contract Services but there was nothing conclusive agreed upon and that “the contact has not been contactable due certain reasons given”. While IHG is the operator of the hotel, the key parties are the developer, Eco-id and

Master Contract Services. Lee believed that “IHG is quite likely, an innocent party in this incident.” The images bearing Lee’s artwork has since been removed from IHG’s site. Further, IHG vice-president of operations in Southeast Asia Leanne Harwood told The Straits Times: “We understand that in the artist’s impression of the mock-up room for the hotel, imagery by local artist Richard Lee was WWW. MARK E TING-IN TE RAC TI VE . C OM

NEWS ANALYSIS

unknowingly used. The owner has reached out to him with apologies and further discussions will be held to ascertain next steps.” While such instances of uncredited creativity is rampant in the space of creative arts, the issue extends to the ad world too where clients don’t seem to mind recycled creativity or idea-theft. According to Formul8 managing director,

thought of before they met your agency!” “In practice, we all know that some pitches are rigged. i.e. the client knows who they want to work with and just need to fulfill some numbers for transparency. It also means that they do pick up ideas from other agencies they know they won’t be hiring. Intellectual property sadly doesn’t hold sway with regards to a great idea.”

and we don’t really have legal protection or a governing body that protects our rights. It boils down to working with the people you know and trust. Meanwhile, Shaun Sho, creative director of Neighbor, said there could be a miscommunication issue between Hotel Indigo and Lee where the hotel did not inform the illustrator that his work was used in the mockup stage.

Marketers no longer have the luxury of claiming “I’m simply not a numbers person” but they are still hired for their creative and strategic side.

Fiona Bartholomeusz, such instances of reproduced or uncredited art is becoming increasingly prevalent. She said that while the reproductions may not reflect blatant copying, some do take creative liberties in changing one or two aspects of a original artwork just enough to “create” a new concept. “Better yet, you get clients who tell you that their idea (which you proposed to them) was coincidentally something they WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

Are there any creative rights at all? To better “protect” one’s creativity, notwithstanding the legal rights that should be automatically conferred to it, Bartholomeusz advised creatives to “vet who you court and what you pitch for”. She also called for the need to dispense “polite reminders” about IP rights to clients and prospective clients alike. Frankly, there is very little agencies can do

However, since the image was used for the hotel’s publicity and marketing messages, it was likely an infringement issue more so than an incidental occurrence. “For Neighbor, when we present ads and use images created by another photographer for a presentation, we would inform the clients to let them know of the copyrights of the items included at the presentation stage.” Still, Sho agreed that some clients are prone to recycling designs created for work commissioned for previous years. He said that to re-use such work, clients should extend the professional courtesy of letting the agency know in advance, as the latter has the right to charge them extra for any additional year of using their original or adapted designs. Sho highlighted that while many clients are aware of the IP rights associated with artworks, not all would be open to negotiating fairly for original artworks. “This case may cause a minor glitch for IHG. In my view, it was probably a miscommunication in which the parties can take a more proactive approach to settle it with the illustrator, that helps to settle the matter in amicable manner.” On the other hand, Bartholomeusz said while it was an embarrassing situation for a global brand, the guilty party would most likely be reproved with a minor slap on the wrist. “They’ll probably settle by paying the artist a small amount and in a few weeks it will all be forgotten. Remember the incident about a government agency that ripped off a small agency’s creatives and re-used it with minor design tweaks the next year and didn’t pay the agency?” Unfortunately there will always be another sucker waiting to pick up the business. All this means is that we are killing the industry by promoting and encouraging bad behavior. In many ways, we only have ourselves to blame. N OV E M B E R 201 5 | a dvert i s i ng + m a r ke t i ng 1 1

FEATURE: EVENT MARKETING

o marketer should ever take event marketing lightly. Combining positive brand experience with in-person engagement is one way to turn your consumers into brand loyalists. Traditionally known to provide brands with the opportunity to display, present or promote a product, service or cause, the more impressive event marketing strategies ensure that a brand’s experience leaves an indelible mark on the minds of its consumers and target audience. Although event marketing relies on in-person engagement with consumers, the promotion of these activities can occur through various inbound and outbound marketing techniques. Event marketing these days

is more than just a themed exhibit. Creating an event itself is a multilayered undertaking with many challenges to say the least. Not surprisingly, marketing the event is just as vital as the event’s theme, logistics, catering, entertainment and production planning. When creating an event, most brands are aware of its power as a marketing tool for their business. Whether a festival, playground, pop-up installation or even an airport invasion, an event will help to market and brand a company’s business, indubitably affecting a consumer’s perception. If done right, a brand’s event can boost its market positioning, thought leadership and industry power. If executed poorly with a slew of mishaps, an event can

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be a marketing nightmare that may impede your brand’s ability to recruit brand loyalists and new customers. Virtual events have also grown popular as a means of connecting with target audiences as the technology behind them improves and as marketers look for new ways to maximise their budgets. Why event marketing is still relevant In today’s fast-paced and digital world, brand loyalty has become more transient and transactional than ever. Hence, marketers need to seize every opportunity to build relationships, generate goodwill, and earn the trust of prospective buyers and customers. The modern consumer has higher

expectations: he or she wants more than a pitch when evaluating solutions or making purchasing decisions. As such, events offer a unique opportunity for customers to interact with brands to get a first-hand sense of a company’s personality, perspective and presence. It goes without saying then that event marketing needs to be an integral part of the marketing mix, while a strategic combination of offline and online events remains essential to any company’s business goals. Here, we list eight brands that have converted, transformed and borrowed spaces as a means to offer consumers unique experiences, giving them a oneof-a-kind interaction with their brands. WWW. MARK E TING-IN TE RAC TI VE . C OM

FEATURE: EVENT MARKETING

AIRBNB For its brand experience and activation campaign for Singapore Design Week’s anchor event, SingaPlural, Airbnb appointed independent creative agency GOVT to conceptualise and produce the project. Titled “Welcome Home”, the project included an installation, which was the largest at SingaPlural. The installation was modelled after an actual Balinese house in Airbnb’s accommodation listings and contained a projection-

“AIRBNB’S MAPPING TOOK PLACE ON A FULL 3D ENVIRONMENT, ALLOWING GUESTS TO SEE AN ACTUAL HOME WITH EVER-CHANGING FURNITURE TEXTURES” WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

mapping installation of four unique Airbnb listings from Bali, Penang, Tokyo and Paris. It was mapped exactly to scale and authenticity of the accommodation unit. Guests who entered this installation were transported to these unique accommodation listings without ever leaving the installation. The display attracted more than 1,300 guests during its preview night. The unique installation was one of the most popular in SingaPlural with constant queues formed while waiting to enter it. According to Airbnb, the installation was “the first of its kind of projection-mapping in Singapore”, with other

mappings usually being 2D and projected on a flat surface. “Airbnb’s mapping took place on a full 3D environment, allowing guests to see an actual home with ever-changing furniture textures,” the company said. SingaPlural launched on 9 March 2015. The anchor event ran from 10-15 March at the former Central Police Station on Beach Road. More than 1,500 media and VIPs attended the opening event. GOVT was also appointed by Singapore Furniture Industries Council (SFIC) to be the cocurator of this anchor event, alongside design studio PLUS Collaboratives. This year’s curated theme was “process”.

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FEATURE: EVENT MARKETING

DBS Capitalising on the excitement surrounding the SEA Games, DBS Bank held its water sport festival, DBS Marina Regatta, in conjunction with the Games’ races in Marina Bay. An initiative under the DBS Marina Regatta, it included an “urban beach” on the Promontory @ Marina Bay where the public could enjoy food and beverages from various pop-up cafes and activities at the pool, while watching the sailing races. DBS’ aim was to celebrate the nation’s 50th birthday and support the SEA Games, a spokesperson told Marketing. The SEA Games’ traditional boat (Dragon Boat) races were held on 6 and 7 June in conjunction with the regatta’s mixed category of Dragon Boat races on the same days and in the same waters. The pop-up “urban beach” was held on the third weekend of the regatta festival – 13 and 14 of June – allowing the public to catch the SEA Games sailing races held at the Marina Bay. Most of the regatta’s activities were free of charge, and the SEA Games’ Dragon Boat and sailing races at the Marina Bay were unticketed as well. On the social media front,

DBS was capturing and sharing on Facebook and Instagram the proud moments of Team Singapore during the races. To encourage staff to join in and witness the momentous torch parade, which was held at the Marina Bay on 4 June, DBS gave away 100 pairs of table tennis finals tickets to the first 100 staff

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ON THE SOCIAL MEDIA FRONT, DBS WAS CAPTURING AND SHARING ON FACEBOOK AND INSTAGRAM THE PROUD MOMENTS OF TEAM SINGAPORE DURING THE RACES. who headed down to Marina Promenade to cheer for Team Singapore.

GOLD HONG KONG SKYCITY MARRIOTT HOTEL 1 Sky City Road East, Hong Kong International Airport, Lantau, Hong Kong T: +852 3969 2018 F: +852 3969 2023 E: skycity.sales@marriott.com W: skycitymarriott.com

DESCRIPTION Hong Kong SkyCity Marriott Hotel is the only international luxury hotel on Lantau Island, connected to the AsiaWorld-Expo, close to the airport, Hong Kong Disneyland and Ngong Ping 360. The hotel has 658 guest rooms, 14 meeting rooms, a 24-hour business centre, five dining outlets, 24-hour fitness centre and spa. Town is a 28-minute train ride away via the connected Airport Express Line. This modern day oasis is perfect for MICE, business and leisure travellers. CLIENT TESTIMONIAL “The team at the SkyCity Marriott Hotel makes a point to ensure our requirements are met. The banquet team always anticipates our needs and is flexible to our requests. We look forward to working together with them in future.” Christina Reis, people development manager, Cathay Pacific Airways Limited

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FEATURE: EVENT MARKETING

DIAGEO DFS Group teamed up with Diageo Global Travel to launch the Johnnie Walker House retail showcase, located within DFS Group’s new wines and spirits flagship store. It is the first ever Johnnie Walker House in Singapore and Southeast Asia.

Designed and built by Singapore-based design agency Asylum, the store aims to bring to life the history of Johnnie Walker. The store provides “theatrical mentoring” sessions, which are immersions in the Johnnie Walker brand and product universe,

THE STORE PROVIDES “THEATRICAL MENTORING” SESSIONS, WHICH ARE IMMERSIONS IN THE JOHNNIE WALKER BRAND AND PRODUCT UNIVERSE, THROUGH A COMBINATION OF EDUCATION AND ENTERTAINMENT, AND STORYTELLING AND TRIALS, LED BY BRAND AMBASSADORS. GOLD INDIGO PEARL Nai Yang Beach and National Park Phuket 83110, Thailand T: +66 (0) 76 327 006, (0) 76 327 015 F: +66 (0) 76 327 338-9 E: Lalida@indigo-pearl.com W: www.indigo-pearl.com DESCRIPTION Discover the jewel in the crown of Phuket North upon a beach kissed by azure waters and fringed by towering pines. At Indigo Pearl, the distinctive design of tropical modern master Bill Bensley meets warm sunshine and even warmer hospitality. Inspired by Phuket’s tin mining past and located mere minutes from the international airport, Indigo Pearl offers a magical ambience and utter convenience. Design your next high powered meeting, conference or special event in a private paradise with the unique Thai touch of our dedicated catering and events team. Roundtable brainstorming sessions to international conferences – Thai delicacies at Black Ginger the reward. Meet in the cool shade of a verdant garden set against a dense rainforest. Engage in tailored team-building activities: a cook-off, a sailing excursion, an island adventure. Enjoy world-class golf courses, a jazz-infused sunset cruise and the aromas of an open-fire seafood barbecue on a private island. Savour themed private parties and boutique galas – Thai traditional dance to Hollywood glam. Haute culture fashion shows, magnificent soirees and more.

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through a combination of education and entertainment, and storytelling and trials, led by brand ambassadors. There will also be privileges extended to members of the Johnnie Walker House – the world of privileges loyalty programme. “With the strategic location of Singapore Changi Airport as a travel hub, Johnnie Walker House Singapore is set to be a gamechanger for the luxury spirits segment,” said Doug Bagley, managing director, Diageo Global Travel and Middle East. “We combine our revolutionary hospitality concept with our successful travel retail model – providing an enticing experience to modern luxury consumers during the ‘the golden hour’ before they board.” Johnnie Walker House Singapore marks the seventh addition to the expanding international network of whisky embassies. According to the press release sent out by Diageo, when travellers step into Johnnie Walker House Singapore, they are transported into a retail theatre of a larger-than-life luxury steamer trunk. “The Johnnie Walker House Singapore at DFS’ new wines and spirits flagship store represents these aspirations and we are delighted to unveil it,” said Brooke Supernaw, senior vice-president of global merchandising – spirits, wine and tobacco.

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FEATURE: EVENT MARKETING

HEINEKEN Putting consumers’ experiences at heart, Heineken brought its Cities Festival 2015 to Singapore’s shores once again this year. This time around, it was held at Chijmes as a nod to the iconic landmark in the heart of Singapore, where guests were treated to a night of surprises and discovered unexpected cultural mash-ups of the familiar and the extraordinary from the cities of Los Angeles, Madrid, Mexico City, Seoul, Tokyo and Singapore. David Moore, regional marketing manager at Heineken,

told Marketing that such events provided the brand with the opportunity to connect with its audiences directly and in a truly immersive manner. “Heineken has always encouraged people to embrace the spirit of adventure and discovery. With the Heineken Cities Festival, we hope to open the eyes of our consumers with a journey of unexpected twists, presenting them with a worldly adventure like no other.” In terms of brand positioning, Heineken continues to strive to

SILVER HYATT REGENCY HONG KONG, SHA TIN 18 Chak Cheung Street, Sha Tin, New Territories, Hong Kong T: +852 3723 1234 F: +852 3723 1235 W: hongkong.shatin.hyatt.com DESCRIPTION Located at University MTR Station, the Hyatt Regency Hong Kong, Sha Tin offers direct access to central business districts and Shenzhen on the border of China, all via the MTR. The hotel features 559 guest rooms and suites with calming mountain and harbour views. Indoor and outdoor meeting and event venues include the regency ballroom for large-scale meetings, three salons with connecting outdoor terraces, nine boardroom-style meeting rooms with mountain views, and a landscaped garden for team-building activities.

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“WITH THE HEINEKEN CITIES FESTIVAL, WE HOPE TO OPEN THE EYES OF OUR CONSUMERS WITH A JOURNEY OF UNEXPECTED TWISTS, PRESENTING THEM WITH A WORLDLY ADVENTURE LIKE NO OTHER.” reach its consumers in ways that continue to excite them, while rewarding them with unique and memorable Heineken experiences, Moore added. For the Heineken Cities Festival 2015, held at Chijmes on Friday, 28 August, the brand rolled out six limited city edition bottles and sleek cans named after six of the world’s most exciting cities – Los Angeles, Madrid, Mexico City, Seoul, Tokyo and Singapore. Heineken is one of the first premium beer brands in Asia to launch the iconic beverage in 330ml Sleek Cans. Heineken Singapore is currently working with two agencies, iris Singapore and Starcom. Iris Singapore is its integrated agency of record, leading creative and PR for campaigns, while media agency Starcom covers media buys for campaigns. WWW. MARK E TING-IN TE RAC TI VE . C OM

FEATURE: EVENT MARKETING

MAGNUM SPECIFICALLY WANTED TO WORK WITH A PARTNER WHO “WOULD PUSH THE CREATIVE BOUNDARIES WHILE MAINTAINING THE ESSENCE OF INDULGENT CHOCOLATE AND ICE-CREAM PLEASURE”

MAGNUM Unilever’s premium ice-cream brand Magnum celebrated the launch of its new ice-cream Magnum Infinity with a Magnuminspired playground. The ice-cream brand partnered with London-based culinary experience designers Bompas & Parr to design the world’s first Magnum Infinity playground. Through the partnership, Magnum and Bompas & Parr sought to transport guests back to their childhoods – a time when fun and ice-cream were inextricably linked. The playground saw the transformation of the rooftop of Singapore’s iconic Esplanade into a larger-than-life playground for adults. The highlights of the chocolate and caramel-filled evening were the Infinity slide and Infinity skyline swings facing the Singapore city skyline. WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

For this campaign, Magnum specifically wanted to work with a partner who “would push the creative boundaries while maintaining the essence of indulgent chocolate and ice-cream pleasure”, a spokesperson said. Hence, the partnership with Bompas & Parr was bon. Bompas & Parr is known for creating culinary experiences that intersect art, architecture and food. Meanwhile, an ad campaign was also launched to promote the new Magnum Infinity. The campaign ran across TV, OOH, online and social media. The ad campaign was created by Alchemy Partnership. Meanwhile, Mindshare handled media duties and PR executions were done by Golin Singapore. The Magnum Infinity campaign ran until December 2015 in Singapore. Magnum has

also collaborated with rooftop bar Orgo Bar & Restaurant to present a special Magnum x Orgo dessert and cocktail menu.

SILVER SINGAPORE POLYTECHNIC GRADUATES’ GUILD 1010 Dover Road 139658 DESCRIPTION The Singapore Polytechnic Graduates’ Guild (SPGG) has a well-equipped clubhouse that offers a relaxed and friendly environment for business leaders, industry experts and young graduates alike to meet. SPGG members can enjoy its luxurious facilities, such as its seminar rooms, conference rooms and board rooms for meetings, and its study room for quieter moments. It also hosts numerous recreational events and has impressive club facilities such as a bowling alley and jackpot, should members wish to unwind.

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FEATURE: EVENT MARKETING

PERNOD RICARD Pernod Ricard celebrated Martell’s 300 years with the launch of an air gallery. In collaboration with Bates CHI&Partners Singapore, the wines and spirits company launched an augmented reality art exhibition, showcasing new artworks by 15 local artists. The exhibition as seen through a mobile app is juxtaposed against Singapore’s skyline in the Marina Bay area. As Martell’s tricentenary year coincided with Singapore’s golden jubilee, the idea was for Martell to gift the nation, which prides itself on excellence and an

important arts hub in Asia, with a unique art experience. The Martell AiR Gallery is now a permanent art exhibition in the air and is free for access by anyone with a smartphone. It is the first fully fledged art show in Singapore to be created using AR technology. The app is downloadable from iTunes and the Google Play Store. As a permanent exhibition space, the Martell AiR Gallery will also become a platform to nurture and support local art talent. There are plans to engage with the local government

SILVER THE MIRA HONG KONG 118 Nathan Road, Tsim Sha Tsui, Kowloon Eva Kwan, Director of Sales & Marketing T: 852 2315 5666 E: mice@themirahotel.com W: www.themirahotel.com DESCRIPTION Overlooking the lush Kowloon Park, The Mira Hong Kong is a member of Design Hotels™ and a contemporary urban retreat featuring 492 smoke-free guest rooms, including 56 suites. Cuttingedge events space encompasses eight flexible function rooms and the pillarless penthouse ballroom by Colin Cowie® that accommodates up to 800 guests and boasts 18 handcrafted Czech crystal chandeliers, futuristic audio-visual rigging with 25,000 colour LED lighting combinations and staggering vistas.

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agencies to roll out the collection to different parts of Singapore, eventually using the whole of Singapore as a canvas. Bates CHI&Partners collaborated with creative digital production company MediaMonks to bring to life the works of 15 multi-disciplinary local artists. Curated by Kelley Cheng, the gallery features an exhibition titled Zoe – The Art of the Alchemist.

IT IS THE FIRST FULLY FLEDGED ART SHOW IN SINGAPORE TO BE CREATED USING AR TECHNOLOGY. Using geo-tagging technology, viewers will be prompted to point their mobile devices at specific locations where the artworks, ranging from animated clips, virtual sculptures to even poetry, can be accessed through the app. Apart from the app, the campaign extended itself to a series of touch-points where Martell’s cultural ambassadors – including chef Justin Quek and mixologist Ethan Leslie Leong – translated their insights on Martell to bespoke culinary and tasting experiences. WWW. MARK E TING-IN TE RAC TI VE . C OM

FEATURE: EVENT MARKETING

SINGAPORE TOURISM BOARD The Singapore Tourism Board (STB) presented “Explorer’s Playground”, a showcase of Singapore’s family enrichment offerings catered to families who seek more rewarding holidays with their kids. Held at The Curve shopping mall in Petaling Jaya from 21 to 25 October 2015, families were able to experience some of Singapore’s popular attractions and learn about exciting enrichment previews on offer.

Explorer’s Playground featured family enrichment programmes by eight exhibitors, including some of Singapore’s most favorite attractions such as ArtScience Museum, Gardens by the Bay, Resorts World Sentosa, Trick Eye Museum and Sentosa Island, as well as experiential learning centres such as Just Education, F1 in Schools and the much-anticipated Lee Kong Chian Natural History Museum. Children and parents were

opportunities. The X-wing fighter experience at T3 will also feature the appearance of Star Wars characters such as X-wing fighter pilots and Imperial Stormtroopers. Walt Disney has also rolled out the Star Wars’ humanoid protocol droid C-3PO which will teach visitors popular Star Wars phrases in 10 commonly spoken languages. Other familiar Star Wars figures such as the TIE fighter guarded by five Stormtroopers, in the latest incarnation of their armour, can also be found at Terminal 2’s Departure Hall. Passengers travelling

through T2 can also expect to catch a glimpse of a Star Warsthemed gate hold room and aerobridge at gate E26, where more life-sized figurines of the First Order Stormtroopers and the astromech droid R2-D2 are stationed. Inspired by the Hardangerjøkulen Glacier, one of the filming locations of Star Wars, a Norwaythemed playhouse features a four-metre high slide, an illuminating ball pit, a ski slope and even a rock climbing lighthouse station for young visitors to the airport.

invited to discover a treasure trove of educational insights as they embarked on the Explorer’s Playground activities and also stood a chance to win attractive prizes. STB, together with its local travel partners, were also offered unique family enrichment packages with great value during the road show. According to Edward Koh, STB’s executive director of Southeast Asia, the playground was aimed at catering to families who have shown growing interest in educational vacations. “Travelling is seen as a means to broaden student knowledge, experiences and nurture global citizens,” Koh said. “Since Malaysian parents have an overall good impression of the enrichment and learning opportunities that our attractions can deliver on top of the fun factor, we believe that Singapore presents compelling offerings that can meet these expectations.”

WALT DISNEY Walt Disney has transformed Changi Airport into a Star Wars zone in its latest marketing stunt. The motion picture company has rolled out the American epic’s paraphernalia for loyal fans and visitors to experience the Star Wars franchise. To kick-start its annual yearend festive celebrations, Walt Disney partnered with Changi Airport to bring a part of the franchise to visitors, with two of the film series’ iconic star-fighters landing in Singapore for the very first time. From 13 November 2015 to 5 January 2016, airport visitors can take part in the intergalactic adventure at Terminal 3’s (T3) Departure Hall, where a life-sized X-wing fighter takes centre stage. Guests can also don Star Wars costumes for photo WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

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EVENTS

THE FUTURE OF RETAIL It’s no surprise that with consumers’ expectations changing, retailers must evolve to remain relevant. That was the main thrust of conversations at CapitaMall’s half-day conference – The Retail Future. The new wave of retailing has ushered in the individual revolution, where the relationship between the mall, shopper and retailer takes centre stage, Wilson Tan, chief executive officer of CapitaLand Mall Trust, rightly pointed out. Explaining the intricacies of aspirational and relational retailing, Tan said a retailer’s aspiration should be to offer experiential experiences to customers. To meet the aspirations of each

Second, a mall has to offer hyperconnectivity – accessibility, speed, delivery of information and products. Brick is still strong E-commerce is entering mainstream retailing and continues to surge, with a solid web infrastructure in a market such as Singapore, but many industry experts claim that still the majority of sales are taking place offline. Regardless, whether on or offline, shoppers ultimately make purchases in real space. Though many conversations around

retail today are about digital disrupting retail businesses, Terence Seah, divisional director – head of Singapore Studio, Benoy, focused more on what many think is almost forgotten – physical space. Whether in the form of a retail shop, a click and collect location within the mall or the larger context of the mall, offline spaces are just as crucial when it comes to profit and revenue for a retail business. With technology advancing at an unprecedented rate, how has the traditional brick and mortar shop changed to better harness and integrate the click?

individual customer differently, retailers should leverage technology as much as possible. “A shopper’s aspiration is to be able to buy items relevant to their lifestyle to fulfil their aspirational needs – this again, can be enabled by technology. Hence, retailing needs to focus on being relational in order to understand and meet these aspirations,” Tan said. A mall’s aspiration A mall should, therefore, aspire to boast a hyperpersonal model – a theory which suggests computer-mediated communication can become hyperpersonal because it “exceeds [face-to-face] interaction,” thus affording message senders a host of communicative advantages over traditional face-to-face interaction. 2 0 a d verti s i ng + marketi ng | N OV E M B E R 2015

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EVENTS

Can retailers progress into a seamless omnichannel approach? How can the click borrow the physical presence of a brick and mortar shop and expand its offering and experience? These were some of the dominating themes throughout the day. The dawn of the click The critical success factor in establishing an optimum and cost-effective click-in-the-brick strategy is the understanding of the customer’s value system. This should be considered prior to designing a company’s system with technology. Lim Swee Cheang, NUS-ISS, said: “In addition, service providers must be clear in what they are trying to achieve – whether it be the click or brick objectives – and the challenges facing them before establishing and embarking on the click/brick strategy.” Moreover, brick and mortar will continue to remain crucial for certain industries such as food and beverage. Meanwhile, Engage’s CEO Mike Anthony pointed out the advent of the internet, online shopping, researching, and peer processing has impacted the way people shop in a number of ways, but the most significant of these is the diversification of purchase journeys. In the past, marketers talked about “the path to purchase”, and mapped out relatively simple and homogeneous paths to describe how shoppers arrived at stores. Today, by the time a shopper arrives at a store the brand and category experiences can be wildly varied. He explained: “Some may have already ‘experienced’ the brand heavily, researched it, immersed themselves in all sorts of experiences. Others may know very little. This creates a far more heterogeneous shopper, which means that the in-store marketing mix needs to be far more flexible and responsive.” Thus, creating an in-store experience that will work for many different shopper groups is hard, and the balance needs to be between targeting (i.e. not trying to be everything to everyone) and using responsive media and tools to allow the in-store experience to be different for different shoppers. “This is where technology and people can really help: effective use of both is the best way to satisfy the heterogeneous shopper,” he said. Highlighting the importance of the customer experience, Tim Kobe, chief executive officer of Eight Inc, said the relationship in a retail space was between customers and the brand values of the company and understanding human behaviour was therefore crucial. The products, the service in-store, the environment, the WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

behaviour of the staff all are important. “The thread of the experience you offer across all touch-points is what determines how the customer perceives you. Unless you are offering that experience, you will have a tough time distinguishing your brand,” he said. The experience brands offer is one of the highest factors in influencing people to talk about them and that is going to create word-ofmouth, whether positive or negative. At Apple Store, for example, Kobe explained it decided to call customer service Genius Bar – the purpose of which is to offer help and support for Apple products. “We gave it a proprietary experience which made people talk about it. So think about these proprietary experiences and the nomenclature. These little steps will give you an added

or interrupt and be ignored.” Meanwhile, brands should align themselves with the rapidly evolving technological pace by utilising valuable insights that can be gleaned from data. “Understanding a company’s segments such as catchment, movement patterns, other preferred malls, and preferred shopping sites is key to optimising trade and tenant mix to drive shoppers to spend more.” For this, Lau advised taking advantage of data and the availability of such a resource: “If you torture the data hard enough, it’ll give you whatever you’d like to see.” Marketers, therefore, have to make use of the varied data sources to study their attributes of their targeted consumer base. This includes social habits, purchasing, consumption and surfing and travel habits. This data, according

advantage,” he said.

to Lau, can help better plan marketing activities by reducing wastage. For example, brands

Consumer digital footprints are everywhere And smart brands will harness all the information presented to them in a way that best helps derive actionable insights. Citing the customer experience management tool. Peter Goh, managing director of products for ASEAN at Accenture, said his company’s tech lab collects data that is available online through

social and other channels and processes it to get an understanding of the audience, their preferences and purchase patterns. Some brands that have made great strides in this area are Uniqlo in Japan and SIA in Singapore and Nespresso regionally. Such rich data helps brands and retailers curate experiences for customers. For this reason, Howie Lau, chief marketing officer at StarHub, advocated the use of data. Furthermore, while customers are more spoilt than ever when it comes to shopping choices, they have a heightened sense of expectation. To keep pace with consumer demands, Lau said: “Brands must integrate and be welcomed

can decide where best to open new stores or run road shows, understand the personas and target them accordingly by ensuring that opening hours and manpower are sufficient resources for optimising customer satisfaction. Another often quoted trend for retailers is omni-channel these days. Nils Michaelis, managing director of Accenture Digital for ASEAN, debunked a myth around it. He said: “Omni-channel doesn’t mean selling more online. It is about taking digital into your strategy and selling more everywhere.” A couple of years from now, he said, brands wouldn’t even be talking about omni-channel because that will become a reality. N OV E M B E R 201 5 | a dvert i s i ng + m a r ke t i ng 2 1

We were back with the third edition of our highly popular PR Asia conference this year to explore various topics ranging from PR talent to client and agency relationships within the industry. With keynote presentations and panel discussions involving industry heavyweights, we covered case studies on a wide variety of issues, providing insights on key areas such as building public confidence after a crisis and turning PR into a data-driven discipline. Here’s a summary of what was discussed. For more content from the event log onto www.marketing-interactive.com.

WILL PR PROFESSIONALS EVER BECOME CEOS? An effective CEO is widely accepted to be one who is able to tell a great story. While it is crucial to know business objectives and the numbers behind them, a CEO is expected to have superior communications skills that cut across an organisation’s various departments. Given the importance of such a skill, why aren’t more PR professionals making the leap to the CEO seat? With data and tech dominating businesses, does being a 2 2 a d verti s i ng + marketi ng | N OV E M B E R 2015

brilliant communicator take precedence in the boardroom? During a panel at Marketing’s PR Asia 2015 conference, moderated by Stuart Pallister, director of corporate communications at the NUS Business School, PR and marketing professionals agreed that while it takes a broad range of skills to qualify for the CEO role, a successful lead has to be able to put across a story in under three minutes.

Chris Reed, global CEO and founder of Black Marketing, said that for any CEO dealing with a crisis, it’s a matter of style over substance when it comes to news delivery. Emma Dale, co-founder and managing director (Asia) at Prospect, cited the example of Tony Fernandes, CEO of AirAsia, who is communication savvy on top of being business-focused. Fernandes’ deep understanding of corporate affairs and the numbers that drive WWW. MARK E TING-IN TE RAC TI VE . C OM

a business enables him to “sell the corporate story to a given audience”. Eva Sogbanmu, director of external communications for Asia Pacific at JLL, agreed with this view, highlighting that PR professionals who aspire to the top role need to get a grip with spreadsheets and business issues. “If more PR folks get the numbers right and learn to measure results in terms of data and impact, it would pave the way for us to get to the top echelons of the company,” she said. For PR professionals, however, the route to the top is not necessarily a direct one. Does PR stand a solid chance? To get noticed by the board, it is crucial for PR professionals to build their personal brand within the organisation and outside. “You must be known by the executive team and people of other teams. No one is going to experience your skill set unless you’re making yourself visible,” Dale said. In addition, experiencing and immersing oneself in other aspects of the business is absolutely crucial for PR folks to gain an understanding of the intricacies of the organisation. A good place to start would be spending time with different department heads to get a bird’s-eye view of various structures and processes. Sogbanmu said: “One of the advantages of being in corp comms is being able to find face time with top level management.” Being in the frontline of advising senior stakeholders of a company elevates a comms professional role to their level. Due to this, a PR specialist is often easily seen as a WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

trusted advisor, easing the potential leap to the boardroom. Verdayne Nunis, director of communications and commercial business at Microsoft, said it was equally important for PR folks to enhance their visibility beyond just people within the organisation. Aside from spending a lot of time building the CEO’s profile, a comms person needs to influence everybody else that has a seat in the boardroom by continuing to bring insights to the table. Nunis said: “There is no comprehensive way of measuring PR so you need to communicate that to the C-suite and show how you add value in different ways.” Because the PR role automatically entails professional exposure for an individual, building an influential network is key to expanding one’s breadth and depth of expertise. This, according to Nunis, helps a brand effectively communicate to a wide range of audience – a business goal of any organisation. Thus, in theory, with enhanced visibility and broad exposure, PR professionals make the perfect candidate for a top seat in the boardroom. The case for PR in the boardroom More than ever now, earning a seat in the boardroom has become a crucial move for PR professionals who are eager to create an impact for their company. With reputation contributing to more than 25% of a company’s market value, reputation risk tops the ranks as the most strategic risk that a company may face in the digital age. With a slew of potential problems such as cyber security and intellectual property newly posed by the advent of technology, companies

now face the greater struggle of overcoming technological challenges that are impacting their businesses. Add to that, consumers are leapfrogging straight to mobile. As such, CEOs are also going into the social space to communicate with consumers right where they are, and in the process, equipping themselves with the necessary social media skills. Roger Pua, senior director of corporate communications at LinkedIn Asia Pacific, agreed with this finding. According to him, CEO sociability is at an all-time high with 80% of CEOs now engaging in social media as compared with 36% in 2010. And because CEOs are undoubtedly the face of the company, they are responsible for enhancing a brand or company’s image via social mediums. Taking this into consideration, Pua predicted that linking business strategy with communications will become one of the key issues for communicators in APAC in the next three years. As such, given the added roles that senior leadership now plays in the internet era, communications professionals are the ones best suited to not only guide, but also lead a company’s communications on the digital front. So what’s holding them back? When asked what PR is not doing right to get the top role, Dale said that there’s not much that’s holding the industry back. “Ambitious people who want the CEO role will work towards that. Now is the best time to get it because our role has evolved to that of a business communicator.” Nunis also pointed out the need to “champion for the PR community” when discussing candidates for the top seat. “We need to raise our visibility and show the kind of impact that we have.” One way is to encourage and advocate the use of PR work as part of the C-suite’s conversation so that PR becomes part of the boardroom vernacular on a regular basis. On the other hand, Sogbanmu stressed that while there are a lot of ambitious PR folks, some are simply used to being in the background advisory role. “We are used to coaching people at the back, so the thought of stepping out of your comfort zone is a huge deal. The CEO role and the level of exposure expected of you is not necessarily a comfortable place to be for PR professionals.” Because PR folks are most familiar of the pitfalls of being the face of the company, some may choose to remain in the advisory role. Dale added a comms director role is a great job, with most PR folks genuinely enjoying being in the background. As such, only a minority would gun for the top spot in the first place. N OV E M B E R 201 5 | a dvert i s i ng + m a r ke t i ng 2 3

Who owns social media? Marketing or communications? Or neither or both? Ultimately, consumers today are getting information from multiple channels across advertising, editorial, events, social media, word of mouth, franchise networks, units in operation, movies, TV or even direct mail. And the purchase pattern by no means is linear.

WHY IS IT SO HARD TO INTEGRATE MARKETING AND COMMUNICATIONS? Five years into the future, the integration of PR into the marketing function will no longer be a problem because all marketers, and C-level executives, will see the importance of it. But today, that is still not the case. “Integration is still relatively rare in the corporate and non-profit sector. That is the journey we are on as PR persons or marketing persons of the future,” said Simon Sproule, director of global marketing and communications at Aston Martin Lagonda, who was speaking at Marketing’s PR Asia 2015 conference. Specifically in the luxury business, integration needs to happen even more quickly because of the thin line between marketing and PR. At Aston Martin, the 102-year-old brand takes its inspiration from the Japanese word omotenashi; which is a Japanese art of hospitality, personal touch and providing unique products. All of these aspects tie in both the worlds of PR and marketing. “People who order Aston Martins do 2 4 a d verti s i ng + marketi ng | N OV E M B E R 2015

so without a standard list of car parts of offerings. They want product personalisation – which is very important. The luxury segment is much more about experiences then product. Yet, it still has to be very much about the brand,” he said. This is where the business of integration becomes a necessity. “You look at the categorisation of activities we conduct at Aston Martin and you have to ask: Does this conveniently sit with either marketing or PR?” he said. Take for example the movie Goldfinger with Sean Connery in an Aston Martin – is that marketing or PR? How about motor shows where journalists are invited – is it earned, shared or paid media if someone from the organisation (be it PR or marketing) sits with a journalist and inspires some story ideas which get written about? Moreover, the ownership of social media breaks down the silos of marketing and PR even further, he added.

What is holding this integration back? According to Sproule traditional organisation structures lead to turf battles and many companies today are still too focused on the process and channel rather than the brand story or narrative. “Marketing and PR leaders also still do not want to report to the ‘other side’ and don’t see the value of integration beyond personal loss or gain. “They are still each trying to ‘own’ social media where really it should be a coming of the two together. “Social media is not pure marketing or PR play. In fact, it is a wonderful way to get marketing and PR together to carve out shared objectives, business planning with various social media engagements.” Those coming out of business schools are also not well equipped as these schools often separate PR and marketing courses. And lastly, the obsessions over budgets still persist with each trying to grab a bigger share of the pie. Overcoming the challenges Sproule suggests that to overcome these hurdles, CEO support is vital. Without CEO support, integration is almost impossible to implement. You also need a designated lead for the marcoms function with clear marcom KPIs that are validated by CEO. However, specialisation should not be forgotten as the two functions come together. When integrating, it is important to remember that you can have different people handling different areas, but ultimately the brand consistency, especially in the luxury segment, needs to remain. Nuances in emerging markets can happen, but should not overpower the grand brand story. Sproule also added that, of course, in this process of integration, companies will lose some of the team members on the journey. But at the end of the day, it is important to keep your eye on the prize as it’s a great brand story that will lead to any successful organisation. “The best story will win be it coming from marketing or PR. And a comms strategy should be based on the narrative and how you tell that story – that is the main part of a comms strategy. So given the world we are in now, why won’t you integrate?” WWW. MARK E TING-IN TE RAC TI VE . C OM

FIVE WAYS CSR CAN IMPACT YOUR BUSINESS brand is just as important: “Do customers end up trusting and loving the brand more after the CSR? Did brand perception change in any way?” She explained that the purchase intent of the consumer before and after the CSR initiative is a measurable pursuit and that for companies such as KC, it has become a standard practice for its market research teams. Similarly, she advised other companies to conduct such standard practices if they wanted to truly gauge the efficacy and effectiveness of their CSR efforts.

The link between a company’s strong corporate social responsibility (CSR) is inevitably tied to its brand perception. Speaking at Marketing’s PR Asia 2015 conference, Shweta Shukla, director of communications and government affairs for Asia Pacific at Kimberly-Clark (KC), presented a case study on how a company can go beyond corporate green-washing to implement truly effective CSR policies that enhance corporate reputations. For KC, it partnered with various NGOs to increase local participation for its CSR initiatives. This helped to forge a new, profitable and more sustainable business future for both KC and the communities that it has adopted as part of its CSR drive. Here are the five tangible ways CSR can impact your business. 1. BUILD THE TOP-LINE FOR PARTICIPATING BRANDS Focusing on an impact is important to CSR goals in order for them to be effective and aligned with business objectives. First, KC worked with various social entrepreneurs to create an impactful CSR initiative at the local as well as national levels. Second, Shukla advised there be a systematic metric for measuring “hard core incremental sales” during the period of the CSR campaign that’s been launched. For example, companies can tie up with partnering retailers for their brands such as Watsons, NTUC, Cold Storage, and engage in market research to measure the total sales for the participating brand during the active period of the CSR campaign in question. Any increased sales during that period can be attributed to the topline and the CSR initiative, she said. In addition, measuring the equity of the WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

2. CREATE A COMPETITIVE EDGE WITH CUSTOMERS Shukla advised that having strong ethics and CSR policies would also make an effective brand differentiation. According to a Nielsen study, 53% of consumers prefer to buy brands that are making a difference to a relevant cause. Naturally, with enhanced brand perception, a well-publicised and impactful CSR campaign can help to further propel a brand’s name among its competitors. Shukla cited the effect of its CSR campaign “Keep Korea Green Campaign” that has led to KC’s strong corporate reputation in the country. “We are ranked among the other bigwigs, such as Samsung, for over 11 years in Korea. That’s a track record we attribute to our CSR drive,” she said. In Singapore, it launched a “Kleenex-look after our forests” campaign to educate the consumer about responsible forestry during the haze crisis. For this, Shukla pointed out that it was a cause that intersected with its corporate business interest as it helped to drive support and sales for the brand. For a successful CSR cause, the campaign must be commercialised across all touchpoints and include a social media campaign, TV roll-outs and plenty of point-of-sales materials to drive sales. 3. FACILITATE MARKET ENTRY/ EXPANSION Building an effective CSR programme gives a brand a competitive edge with key partners and consumers. Because many customers have their own agenda and CSR priorities, brands must ensure their CSR efforts align with these values in order to drive footfall and support for the brand. Consequently, CSR can help facilitate entry into a new market before a company decides

to set up. For example, a CSR initiative requires interactions with the government, communities and stakeholders before its launch. This first impression is crucial in setting up a successful launch pad for future business opportunities and can help aid the brand’s debut in the market. This is especially true for emerging markets, said Shukla, where competitor brands flood the market while consumers are still learning about the brands they can trust. Thus, CSR can build the right reputation and trust for a smooth entry into a new market. Likewise, these efforts also help for market expansion goals in the brand’s existing markets. 4. CAN ATTRACT AND RETAIN TALENT As more consumers want to align their purchase intent with socially responsible companies, so too employees who want to be associated with a company that helps resolve social issues. Over 69% of employees choose to work for companies that are socially responsible, according to a Nielsen report. Not surprisingly, a strong CSR reputation can attract and retain talent for a company. When asked how and why KC engages its employees in CSR campaigns, Shukla said that such an engagement helps to ensure the campaigns’ sustainability while helping increase retention rate among its employees. For example, its CSR initiative to promote sanitation in India managed to galvanise employee advocates from its offices in Chicago to Bangladesh. These employees continue to be a part of a capabilities building team that partners with a local NGO in Swadha, India where the CSR drive still runs. In Korea, its CSR campaign was initiated more broadly at the corporate level, with KC visibility ensured on pack and via corporate advertising to increase brand and corporate pride among its employees who participated in the campaign. “Our ‘Keep Korea Green’ campaign was completely employee-driven; our employees wait for that time of the year to plant trees with their colleagues. Increasing employee engagement in our CSR programmes is important; we continuously look for ways to include that and how we can keep building that through every programme.” 5. CREATE A SAFETY NET DURING A CRISIS Having a solid CSR approach can be a great safety net for when issues and crises arise. However, “You have to talk the talk and walk the CSR walk for this to actually work,” she said. A company that is known to be proactive in social causes has built its reputation positively, and this can act as a buffer for when a PR crisis strikes. N OV E M B E R 201 5 | a dvert i s i ng + m a r ke t i ng 2 5

23 March 2016 Singapore

Marketing Magazineâ&#x20AC;&#x2122;s PR Awards are back for the 3rd time ENTRIES OPEN TILL 21 JANUARY 2016 *Open to entries from Australia, Bangladesh, Bhutan, Brunei, Cambodia, East Timor, India, Indonesia, Laos, Malaysia, Maldives, Myanmar, Nepal, New Zealand, Pakistan, Papua New Guinea, Philippines, Singapore, Sri Lanka, Thailand and Vietnam.

The practice of B2B sales and marketing is evolving at a rapid pace. Digital technologies have transformed how business buyers access information and interact with vendors in many ways. How can B2B professionals create meaningful engagement with the new generation of business buyers? How can they adapt their strategies and tactics to effectively connect with these evolved buyers? All this was discussed at the second annual B2B Asia â&#x20AC;&#x201C; the ultimate forum for B2B professionals to explore challenges and opportunities within the industry. Here is what was discussed.

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FOUR TIPS TO SUCCEED AS A B2B MARKETER Business to business (B2B) marketing is all about delivering value to the customers. Here are the edges you can sharpen to deliver value and achieve success in B2B marketing. NO.1 INSIGHTS – KNOW THY MARKET, CUSTOMER AND COMPETITION: All marketing starts first with customer knowledge and market insights. Successful B2B marketers invest time to understand the industry dynamics and the way the value chain is arranged for the particular prospect that they are targeting. This important first step is sometimes fast-tracked in on-boarding which eventually results in weaker marketing impact. Once the industry and organisational knowledge is acquired, then the buying

process of the decision-making unit should be mapped clearly. The ability to understand the customer’s specific challenges and needs will help to develop special propositions that deliver great value. Great B2B marketers have genuine curiosity about understanding the competitive offering and the value it delivers to customers – and only then can they create differentiation. NO.2 BENEFITS – DON’T JUST FOCUS ON PRODUCT KNOWLEDGE – THINK ABOUT PRODUCT BENEFITS Product knowledge is a given in B2B marketing; however, great B2B marketers develop their understanding that goes beyond product specifications and features – they understand the key benefits the product or service delivers. Often it is seen that product knowledge and training is built around the technical aspects only. Extra effort is required to link customer insights to real value and benefits sought. This is a key step to move the focus of marketing from internal to external. NO.3 ADVOCACY – BE THE VOICE OF THE CUSTOMER IN THE ORGANISATION: B2B marketers should be the voice of the customer in the organisation. Having key insights about customers and the benefits sought, marketers need to play a key role to shape the product development and delivery of end-to-end value with various partners such as the product and technology teams.

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In the absence of this, most internal discussions get centred on price and, hence, limit the value that can be delivered. NO.4 ALLIANCES – WALK IN THE SHOES OF YOUR SALES PARTNERS. Successful B2B marketers invest the time to build sales alliances and regularly go out in the field with them. This helps to: • Outline what kind of sales tools and materials are required. Hence, the output the marketing team develops is valued by the sales team and helps the customer understand the benefits. • Provide a good understanding of the gaps the sales team may have in competencies and help to develop training content to fill them. • Capture competitive intelligence, as often sales teams enjoy a great relationship with the buying units. Spending time with them gives the marketer first-hand knowledge which generally does not come from looking at databases in the office. As you embark upon your B2B marketing journey or re-calibrate your existing one, think regularly about how you and your team will deliver value to the customer and leverage the organisational chain – after all, it really is about value. The writer is Amjad Shahabuddin, global marketing manager – Aviation Lubricants, Shell Eastern Petroleum Pte Ltd Singapore WWW. MARK E TING-IN TE RAC TI VE . C OM

B2B MARKETERS, WHO’S REALLY STEALING YOUR TALENT?

Ask any marketer what they struggle with and talent is sure to crop up in that conversation. As the wave of digital marketing takes over, the old ways of marketing and its rule book are quickly being tossed out the window. And the problem seems to have hit the B2B industry harder. A new dawn in marketing requires new skill sets. This was at the heart of a panel discussion during the one-day B2B Asia conference held recently. “The world is changing with digital and today we are in need of capabilities we haven’t needed or thought of before. To stay ahead, we must evolve. This means what we used to do or do right now, might be very different from what we want to do in the future. So the entire skill set is changing and that is my challenge in finding talent,” said Takashi Tokunaga, regional B2B marketing manager for Asia Pacific and Japan of Intel Technology Asia. Agreeing with him was Alok Bharadwaj, senior vice-president of South and SEA at Canon, who added that along with attracting talent, B2B also has an issue of retaining talent. “The issue of retention is as much an issue as attraction – given that B2B is not that glamorous as an industry. You can look at the top 100 valuations and you will not see too many B2B companies,” he said. Today the biggest competitor to the B2B talent market are the Ubers and the AirBnbs of the world. He added that big established companies today compete for young talent simply because what used to gravitate talent to the industry has WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

changed. Millennials have an entrepreneurial spirit and require flexibility and both of these requirements are met by the new-age companies. Today’s start-ups no longer call for graveyard shifts and they know spending long hours is not a criteria to being successful, added Chris Reed, founder of the two-year-old agency Black Marketing. Reed added that people today want work-life balance and companies who can give it to them will attract the gems. “Of course, a good status and good money is also a priority, but people today also want to feel like entrepreneurs so it is especially vital for smaller B2B players to be interesting and ensure they can teach their staff something more,” Reed said. Skills needed to do well in the B2B world An oft-asked question is: if you are a B2C marketer, would it be hard for you to survive in the B2B world? The answer is no. “It is all about transferable skills and how you network, find the right people, create your personal brand and how you communicate yourself,” Reed said. Tokunaga gave the example of Intel’s very own CMO Steven Fund who joined the team some time ago from Staples. “Staples and Intel are nowhere close to each other in the kind of product they offer, but he came because of what he had to offer and what he had accomplished in his industry,” Tokunaga said. He added that at the end of the day it was

about your skill set and passion, along with acumen in the modern technology era. “We can impart industry knowledge, but we can’t teach marketers modern marketing because it really hasn’t been done before”. Key skill differentiators for B2B and B2C Nonetheless, skill sets for B2B and B2C no doubt differ. Bharadwaj said at Canon, which caters to both B2B and B2C markets, there are some main points of differentiation. B2B marketing is more product-centric, tech-centric and functional in messaging. However, in B2C it is more emotional, seasonal and rapid in messaging. Thus, the talent has to cater to these personalities of each of these functions. For example, when Canon looks at the candidates in B2C, it looks at a candidate’s understanding on media, understanding of demographics, segmentation and so on. For B2B, the company looks for those who have a deep understanding of customer engagement, knowledge creation and dissemination, event experience, and so on. At the end of the day, Bharadwaj said the tenure of talent in companies was shortening and the talent today would no longer be relevant in the future unless upskilled and trained constantly. “We need to keep honing our skills,” he said, adding that it would be good to remember to ask yourselves every 100 days: “Mirror mirror, on the wall. Where are my blind spots?” N OV E M B E R 201 5 | a dvert i s i ng + m a r ke t i ng 2 9

DOES YOUR MARKETING STRATEGY COVER THE ENTIRE SALES CYCLE? What is perhaps the most basic requirement for B2B to succeed in today’s times, the sales and marketing alignment, is still a far-fetched dream for many brands. But it’s the responsibility of the marketer to convince top management to move in that direction, said Michelle Toy, head of marketing and communications for Asia Pacific at BNP Paribas Securities Services, at the recently concluded B2B Asia conference. Here are some of the main points highlighted by her and other speakers at the conference. Sales and marketing team alignment Aligning sales and marketing as one team is potentially the biggest opportunity for improving business performance, ROI and business development cycles. Many brands don’t even have a unified sales and marketing department and that is now essential. “As marketers you are empowered to propose these changes to the management to improve business performance and show the value marketing brings,” Toy said. You have to convince the CFO in his/her language, talk about top line sales, ROI, lead generation and if the CFO gets it, you pretty much have a seat at the table. A marketing strategy throughout the sales cycle At BNP Paribas, marketing is aligned to every stage of the sales cycle. As typical as it is in the finance industry, the sales cycles are long, products are complex and customised, stakeholders are many and buying is a pretty rational decision. Toy shared the four stages of the cycle and marketing’s role in them. Desire: On the prospecting side, marketing would come in to see the prospects and this is typically where PR comes in to see what stories can be generated and shared on platforms such as LinkedIn. Focus: This stage is about knowing your segment and your strengths well. There is too much information out there and too much competition for brands. So to differentiate, B2B marketers must know what exactly their focus should be. BNP Paribas, a year ago, did a rebranding exercise and polled over 200 stakeholders – clients, senior management and influencers – and asked them what the brand was good at, 3 0 a d verti s i ng + marketi ng | N OV E M B E R 2015

around social or traditional media bring it back to the real relationship-building. Contribution: This is during the RFP stage where the mandate is given out from the prospects and marketing replies to them. “We do the formatting and make sure things like our data points and the executive summary is up to the mark,” she said, adding that when sales presents it, it can then deliver it like a story. Winning edge: At this stage when the client is on board, marketing needs to ensure the partnership remains profitable and fruitful. These deals are costly and therefore, for profitability to kick in a few years after it has been signed, the deal typically needs to be for a long-term period. During this time product and marketing should be involved in building loyalty and co-creating new solutions with the client. where it could improve, what was its perception and so on. From that data, marketing drew five key themes which it now talks about – globally, regionally and locally. For example, RMB Internationalisation was determined as a key theme for the brand. As Chinese capital markets open up, Asian institutions either want to expand to China or want access to that market. On the other hand, there are Chinese institutions wanting to expand to Europe or Asia. “So any sort of RMB initiatives coming out of China is a key focus for us. We will take it up, talk about it in bite-size information and put it out on social media, repurpose it and/or put some research to it and talk about it,” Toy said, explaining how marketers can leverage such developments for their brands. Relationships: This is both a responsibility of sales and marketing and while relationships no doubt are owned by sales, marketers need to provide the sizzle or the “icing on the cake”. Events are a good impactful way of bringing it all together – investor conferences or VIP dinners and so on. In the online space, BNP Paribas uses LinkedIn, YouTube and Twitter. “Our customer segment is not big on Twitter, but the media follows us there so it’s an influential channel. LinkedIn connections sit with our sales teams, so we educate them on the content to be shared there,” she said. The company uses YouTube to host its video assets and actively tracks engagement on the platform. And all the amplifications

Make digital and mobile a part of your marketing plan For BNP Paribas, its marketing strategy is content-led. “We chop and change big reports into smaller nuggets of information and use social media to disseminate it.” When dealing with content, marketers must create economies of scale, breaking information down into chewable snippets and pushing it out to social media or even trade media. “We only use paid media after we have seen success on owned media. If we get good engagement levels on the latter, we will think about a paid update to get that breadth in the engagement.” Mobile is the future for B2B marketers and it should be one of their main goals for next year, Toy said. “To be able to use video on mobile and have an optimised web presence on mobile is critical,” she said. Improving CRM and analytics And last, but not least, investing in proper CRM and analytics is key. At BNP Paribas, the customer and marketing data is fed through a CRM system which tracks all client accounts, deals and marketing activity. On the analytics side, the goal is to create a dashboard to show what works, what doesn’t, merge it with event management tools and product life cycle management tools to give the teams a fuller picture. “Essentially, for marketers all this helps in reporting on ROI both quantitatively and qualitatively,” Toy said. WWW. MARK E TING-IN TE RAC TI VE . C OM

MAKING B2B PR EFFECTIVE FOR DEMAND GENERATION B2B marketers, do you worry that your pitches are being ignored by journalists? Getting the attention of journalists is among the top items on the wish lists of highperforming marketers. You want to ensure that you secure more media interviews and all your interviews get published. But do you pursue journalists and they escape you? Here are five tips to turbocharge your B2B PR: 1. Provide a point of view, not data In this age of content clutter and 24×7 connectivity, information is freely available. So when journalists approach you for quotes, don’t just stop at providing information. Instead, provide opinions and insights based on data and analyses so they develop topical and relevant stories. Train your spokespersons to give local examples and references to help them build context and create meaning. A well articulated point of view gets your quote published and helps your brand stand out. A good example of a strong point of view is this post in Aon Hewitt’s Insights@Work blog. 2. Show social proof, increase credibility Invite journalists to attend your client events. Your participants’ presence and engagement WWW.M A R K ET I N G - I N T ER A C T I V E.C O M

levels present social proof about the relevance of your topics. This increases the credibility of your message for the journalists. Social proof is the concept that if we conform to the behaviour we see around us, we are less likely to make a mistake. 3. Help them build a complete story Facilitate one-to-one discussions for the journalists with your speakers on the sidelines of the event. Also, offer to facilitate interviews with your clients who are attending the event. The scribes will thank you for it since this will help them to file comprehensive stories covering all angles (both from the supplier and buyer) making it easier to get them published. If you present only your spokesperson to the journalist, there is a real risk that your story won’t get published! 4. Produce by-lined articles Editors are always on the lookout for quality content. But they are facing budget cuts with fewer full-time journalists producing content for them. Fill that gap by providing them with bylined articles rich with commercial insights. Develop a strong understanding of your (and the publications’) audiences and produce by-lined articles addressing their pain points. Quote data and findings from relevant research.

If your story consists of only product plugs, it won’t get published. A well written by-lined article can get you the coveted op-ed position increasing visibility of your experts. According to Hinge Marketing, visible experts get invited for pitches and consistently win more business for their firms. 5. Humanise your brand According to the 2014 Edelman Trust Barometer, trust in corporate leaders is at an all-time low. CEOs are at the bottom of the list with extremely low trust levels. You can use PR to earn trust by humanising your leadership team. Collaborate with editors to feature them in personality based profile stories. Readers love authentic stories where they get to know the personal side of a leader. Anecdotes about their early career struggles, how they overcame them, their passions and even regrets can build a bond with your audiences. Connection with your leaders will increase trust and differentiate your brand. Columns related to leadership, travel, food and health are ideal platforms for these. Use these tips to increase the quality of your engagement with editors to secure media interviews and get them published consistently. By doing that, you will transform your PR into a demand-generation engine that accelerates brand favourability and sales. The writer is Maneesh Sah, head of marketing – Asia Pacific, Middle East and Africa, Aon Hewitt N OV E M B E R 201 5 | a dvert i s i ng + m a r ke t i ng 3 1

LAST WORD

WAS GRABTAXI’S APOLOGY REALLY NECESSARY? Too often today, brands are quick to hide behind an apology following any campaign criticism. Is that always the right thing to do? Rezwana Manjur asks.

Better safe than sorry? Maybe not in the case of Grab Taxi.

GrabTaxi launched an attention-grabbing “Love Boobs?” campaign to garner support in the fight against breast cancer. The campaign received a mixed reaction from members of the public which prompted GrabTaxi’s group VP of marketing Cheryl Goh to officially apologise for the insensitivity of the campaign. Goh told Marketing in a statement that the campaign did draw a mixed reaction for the tag line #GrabitBeatit. She went further to explain the tag line was chosen to capture the public’s attention because greater awareness can save lives. “We apologise that it comes across as insensitive to breast cancer survivors, their families and the wider public. Breast cancer is not a trivial issue and we regret that the tag lines are not reflective of the seriousness of the issue,” Goh said. “We wanted to support this cause in women’s health and safety because it is close to our hearts; we also have colleagues and loved ones who have or are going through treatment, and are completely supportive of them.” While apologising for the campaign might be a quick fix for those insulted by the cheeky texts, was this necessarily the right move? Personally, I find that too often today brands are quick to hide behind an invisible cloak of an apology following any form of campaign criticism. In some ways, is it better to beg for forgiveness than to ask for permission? While I was not personally a fan of the text or the hashtag promoting the cause, what bothered me more was the prompt apology from the brand. 3 2 a d verti s i ng + marketi ng | N OV E M B E R 2015

The campaign, no doubt, was bold enough to cut through the clutter and get people talking. It was also found funny by some. So if advertising is supposed to make a difference and gain awareness, why should a brand feel the need to apologise because a handful of people did not share its sense of humour? If it was aimed at pleasing everyone, it shouldn’t have come up with that copy in the first place. (You know better safe than sorry!). We are all, after all, different people with different tastes at the end of the day. So, why are brands really that eager to please everyone? Agreeing with me was founder and managing partner of Rice Communications, Sonya Madeira, who was of the view that brands really do not need to apologise unless the piece of content or advertisement is really offensive or racist, misogynistic or potentially inciting religious disharmony or violence. Was the apology necessary? Madeira added that for regular users of GrabTaxi, this is probably not that big of an issue. However, with any ad with a sensitive subject, it is not possible to get everyone on its side. “There was some backlash, but not everyone hated the ad. Some even found it funny and attention-grabbing. GrabTaxi managed to cut through the clutter and get people talking so in that way I think it is a win for GrabTaxi,” Madeira said, adding that the apology was probably done in a bid to appease the naysayers. Wesley Gunter, PR director of Right Hook Communications, was of the view that in this instance, since Singapore is still a somewhat conservative society, having controversial advertising campaigns will no doubt invoke negative reactions from many.

“We apologise that it comes across as insensitive to breast cancer survivors, their families and the wider public. Breast cancer is not a trivial issue and we regret that the tag lines are not reflective of the seriousness of the issue.” Cheryl Goh – group VP of marketing, GrabTaxi

“I do think the #GrabitBeatit campaign did fulfil its objective in creating awareness of breast cancer even if it did ruffle a few feathers. It is very important for creative agencies to push the envelope especially when it comes to public awareness campaigns like in the US and UK which tend to shock and awe,” Gunter says. Like Madeira, he was of the view creativity only goes too far if it involves race or religion. And if an apology is really necessary, added Gunter, brands need to find an avenue to apologise to the specific groups of people while still defending their idea with clear logical explanations. WWW. MARK E TING-IN TE RAC TI VE . C OM

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THE REGION’S MOBILE MASTERS WILL BE THERE , WILL YOU?

Thursday 18 February 2016 Pan Pacific Singapore

Join finalists from South Asia, Southeast Asia and ANZ at the industry’s leading awards. Hurry! Early Bird Rates before 30 January 2016. Single Seat SGD 390 | Half Table (5 Seats) SGD 1,850 | Full Table (10 Seats) SGD 2,900 MARKETING-INTER ACTIVE .COM /MOB-E X-AWARDS/SG/

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