2006 Adoi Malaysia December Issue

EVERY SUNDAY, 10 PM SUPERNATURAL and alt relatedcharacters and elements are trademarks of and © Warner Bros. Entertainment Inc.

Ml1111!

going tor GOLD

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he road to Pattaya may not be pavedwith \/fcfT Short of sounding like a commercial, our tourism Gold yet, but the Malaysian contingent" Ml / xs~tS* tagline Truly Asia is reflective of our diverse cultures and is already on a roll. Recognising the ethnic mixes. A melting pot of different races, languages, value of the Asia Pacific Advertising ( S ••• customs and traditions. It is in this bubbling hotbed that our creat've Pulse flourishes. If you want the best of the Festival (AdFest) in Pattaya in March as # a significant awards show for the regional y> Malay archipelago, the flavours of India and the vibrancy advertising industry, the Malaysian 4As Cj\jP of China, you'll find it in our people, our art and our in collaboration with ADOI magazine are moving into of x*t!«>h«d creative contributions.This fusion of'one for all, and all high gear. * for one' is the backbone of Malaysian creativity. If you This issue is a testament to what our country is can create a great ad in Malaysia, you can do it anywhere rapahle of - look at what we have to offer to AdFest judges and peers in Asia, and as Cannes has proven to us this year, in the world! alike. As AdFest moves into its 10th year, Malaysia takes pride that it As we approach the new year, we wish all our advertising colleagues too has come of age as a country with leading creative credentials. 2007 across the region a Happy New Year and we wish you all the best life has is also Visit MalaysiaYear and we are rolling out the red carpet for more to offer in the coming year! than 20 million visitors to our fair land.

ADOI MARKETING COMMUNICATIONS MAGAZINE

34 Y&R HITS GOLD AT KANCILS! "Today s creativeidea must transcend traditional media platforms. It must be versatile and intrusive enough to meet the exacting demands of a generation of consumers embracing new technology to access content and ideas."

6 THE BEACHES OF PATTAYA GUTTER LIKE GOLD....

Trying to focus and plough through thousands of entries from all over Asia Pacific is tough enough. But having to endure endless days and nights in cold judging halls and everchanging discussions can really drive any sane person up the wall. Simply because while they are only minutes away from the world s most glorious beaches and playgrounds, they have to finish what they came to do first - judge at Asia Pacific premier advertising show the Asia Pacific Advertising Festival (AdFest) in Pattaya!

50 THE DIRECT AWARD SHOW! While this may stir up some controversy, it is a clear indication that die DMAM holds to the same high standards as any international show.

The judges felt that, while there were some gems among the 200-plus entries, there wasn't one that was the best by far. Put another way, the four gold that were awarded (and hence shortlisted for the top prize) were equal in their distinction. Where previous years had seen one agency dominate the show, this year marks the maturity of the industry and its robust good health.

REGIONAL CEO Harmandar Singh aka Ham • ham@pop.jaring.my MARKETING Jeffrey Hamid • jeff@ham.com.my SUBSCRIPTIONS Rani Bedi • rani@ ham.com.my CIRCULATION Ruby • ruby@ham.com.my WRITER Raj Kumar • raj@ham.com.my ART DIRECTION Rosalind Julia Tann • ros@ham.com.my, F. Wai Tham • wai@ham.com.my PHOTOGRAPHY Jen Studio • jensiow@streamyx.com CONTRIBUTORS Mack Zulkifl, Kapil Sethi, Sandeep PRINTER DC Print Sdn Bhd DISTRIBUTION Five E-Comm. ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd.

Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7722 5712, www.adoimagazine.com

SAY WHAT? 52

THE LOST ART OF PERSUASION

We try and fight media clutter everyday-but who is causing the clutter? We believe that consumers are still receptive to us because we don t see them fighting back-but they are. Every time you switched channels because the same puerile obnoxious commercial appeared for the 7th time in the last 2 hours.

56

70 THE SKY'S THE LIMIT FOR GOURMET FESTIVAL Visitors to Dataran Merdeka were treated to a surprise when three helicopters, courtesy of Festival Partner, Eurocopter Malaysia, landed in Dataran Merdeka bringing in the Master Chefs of the Festival to the media conference at the Royal Selangor Club.

ISC SPEARHEADS VMY 2007 CAMPAIGN

As part of a larger undertaking for VMY 2007, ISC has embarked on a drive to position Y.A.B Dato' Seri Abdullah bin Haji Ahmad Badawi as the Malaysian spokesperson for the VMY 2007 campaign.

62

64 4 DOMINANT 0NUNE USERS IDENTIFIED IN MALAYSIA Your dominant online user segments exist, according to 'Yahoo! Webnographics', the regions first ever online user

68

OUTLOOK 2007 ^

Malaysia has a lot j? of opportunities for 1 ] jM'*1^ great Brand and B communication works. ^ There are many ways I iKy. to create athe Brand" which reaps in sales \ o ^^^m figures over short and ^^m W long terms. However, there are 2 important mm 7 interlinked factors which are not given enough priority in our daily office hours (though we might say it or in our "to-do" list, but not acting enough on it). This applies to both the Clients and the Agencies.

"We re developing ideas that become a part of the culture, which is the ultimate measure of communication success," Emma Cooksony GlobalHead of Account Planning for BBHUS. "We want to broaden hybrids' appeal beyond the early adopter or tech fin."

Cindy Knight,environmental communications administrator; Toyota in Fast Company magazine "We're cultural anthropologists first, advertisers second, JWT CEO BobJeffrey "Great advertising comes from trust; Dan Wieden and Phil Knight for Nike. Steve Jobs and Lee Clow for Apple. Relationships that brewed great advertising" Rick Hoyko, VNU Adcenter

SINGAPORE GOES BEYOND 2006

One must appreciate what the Singapore government is doing to encourage Singapore to become a hub for creativity and design excellence....

"91% use a website as part of their marketing communications, while 69% use social networking sites to reach target audiences. Customised events are currently used by 81% of companies but more than half of those interviewed said that they will increase marketing spend in this area over the next 5 years."

Weber Sbandwick (in a recent US survey)

ABOUT ADOI MAGAZINE ADOI is Malaysia's leading marketing communications monthly and is read by urban and affluent, advertising, media and marketing professionals with an average monthly income in excess of RM5,000. ADOI is dedicated to the pursuit of excellence in all facets of marketing communications and serves as an observatory of the marketplace for ideas, insights and inspiration. ADOI also has a monthly Indonesian edition which is more than 5 years old and is planning to be in Vietnam this year through its partners in Ho Chi Minh City.

ABOUT THE PUBLISHER Sledgehammer Communications is a regional publishing player serving the advertising, media and marketing industries of Malaysia, Singapore and Indonesia. In operation for over 12 years, they also host key industry events, award shows and seminars of critical significance to the market. The organization's role as a gatekeeper and catalyst of change, knowledge and innovation is widely evident through its proven network of resources, talent and leadership.

"Interruption as a tool for marketers has become obsolete."

JeffSteinhour, Directorof Account Management Crispin, Porter Bogasky "The Chinese government has decreed there will be two world class global brands established in each province."

CCIV "The competitive model is killing creativity.That model was designed in 1955 to address television. Its a 50 year-old model and should be dragged out and shot in the head. Advertising is not in the front page of Busines: Week, design is. Advertising is not on the front page of Time Magazine, design is. Design is a different creative model and as a result of the calibre of the work and the cultural potency of the work, is thus fed by bigger energies. That s going to piss a lot of people off."

Brian Collins, Executive CD Ogilvy/BIG (Brand Integration Group)on ihaveamdea.org "We're predicting tomorrow's visual aesthetic."

Jonathan Klein, CEO, Getty Images, Fast Company magazine "Advertising agencies have managed to convince us fast food isn't harmful. So I think we should turn to them to get our message through. The Government, who has the resources and the funding to reach out to Malaysia's 26 million people, should look into using such creativity" IvyJosiah Malaysian WomensAid Organisation(WAO).

P Member of

Š All rights reserved by Sledgehammer Communications (M) Sdn. Bhd. No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher assumes no responsibility for errors or omissions or/for any consequences of reliance of information in this publication.

The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

Audit Bureau of Circulation

(6,405 copies)

HAM'S ADFEST WISH LIST • ThirasakTanapatanakul stops using rifles in his TVCs • Jimmy Lam becomes de facto mayor of Pattaya and travels in a sedan chair in Walking Street, carried by Kawaii girls, courtesy of Dentsu Japan • David Droga sets up Droga5 in Pattaya, looks for new hangar • Donald Gunn wins an award for most unique name • Kim Shaw buys ADOI magazine and sells it all to Vinit Suraphongchai • There are two Best of Best winners to make up for the year there weren't any • Bangkok's new airport bars Roger Pe, Fadjar Rusli, Justin Randies and Ben Hunt from landing in Thailand • Prasoon Joshi does not get harassed by groupies • Indonesia wins at least 3 Golds this year • Air Asia flies direct from KL to Pattaya • Nobody gets bitten by snakes near Royal Cliff.

If bitten, please contact Mr David Guerrero at once!

YOU HAVE NOTHING TO LOSE BUT YOUR PRECONCEPTIONS.

dentsu

.

Dentsu, Block C, Plaza Damansara, Jalan Medan Setia 1, Damansara Heights, 50490 Kuala Lumpur, t: 03 2711 5555 yuko. ushiama@dentsu.com. my

fDediaEbanc

NEW TVC DEBUT (Nov/Dec 06)

Brand: KFC Hot & Spicy Title: Wallet Duration: 30secs Client: KFC Malaysia Agency: BBDO Malaysia Creative Director: Ronald Ng, Mun Art Director: Pebble Goh, Im Cheah Copywriter: Adam Miranda Language: EngI BM / Chi Summary: After ordering a bucket of KFC Hot & Spicy Chicken, a guy is shocked to find he forgot his wallet.

He realizes how close he is to his favorite chicken, yet so far.

SUPERS: Craving for KFC Hot & Spicy?

Brand: KFC Hot & Spicy Extra! Title: Rumah Terbuka Duration: 30s Client: KFC Holdings Bhd Agency: BBDO Malaysia Creative Director: Ronald Ng,Mun Art Director:Kelvin Leong,Mun Copywriter:Kevin Le Language: Eng / BM / Chi Summary: This sequel to the Ramadhan spot sees a group of friends looking for their friends' Hari Raya open house. Lost, they cleverly resort to the sound of (Fwaaah!' to guide their way to party. There, everyone is enjoying the extra kick of KFC Hot & Spicy Extra!

Brand: Hotlink Title: Total Plan Duration: 20secs Client: Maxis (Malaysian Mobile Services Sdn Bhd) Agency: BBDO Malaysia Sdn Bhd Creative Director: David SinArt Director:Adrian Ho,Kelvin Chong Copywriter: Alex Wong, Surya Salleh, Chan Ka Chew Language: English / B.Malaysia / Chinese Summary: A hardworking promo for Hotlink Total Plan introducing its the new low rates great network coverage.

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

Media Prima

GOES BIG! M edia Prima Berhad records yet another first by going 'big along the Federal Highway! The Groups recent foray into the giant gantry situated along the Federal Highway seeks to form a lasting impression amongst motorists traveling to and from the Klang Valley with its mammoth sized captivating creative.

Road users who frequent the stretch along the highway will not miss the 120

feet wide x 40 feet height double sided image with its catchy tagline "Watch for free. Rain or shine".

"We realize that the Federal Highway generates the biggest traffic flow in Klang Valley and this is an excellent platform for us to position our anchor programmes and television networks," says General Manager, Group Corporate Communications, Television Networks of Media Prima Berhad, Eliza Mohamed.

AMERICAN EXPRESS / BRAND MAP/

PRODUCT INNOVATION / With a product mantra of making people's lives easier and more enjoyable, Annex's 155-year history is peppered with 'firsts' - in 1891it invented the traveller's cheque and introduced the world to paying by plastic in 1959. Amex was one of the first companies to generate content back in the 80s when it issued Travel & Leisure magazine. It pioneered the use of database marketing to understand the lifestyle needs of different customer segments - hence the vast array of coloured cards and the brand's focus on information, advice and entertainment, brought to life on www.mylifemycard.com

CELEBRITY / Amex has long been associated with elite athletes. Current endorsees include Tiger Woods and Andy Roddick. The brand has generated much PR exposure through its endorsement of film. Its 'Director's Series' enables talents such as Wes Anderson to create long-form commercials to run online and in cinemas. A~list actors like Kate Winslett participate in Amex advertising because, ironically, it offers an authenticity they rarely find in the sensationalist main­ stream media. Martin Scorsese used the proceeds of an Amex shoot to fund his docu­ mentary on the Statue of Liberty. Robert De Niro signed up after Amex sponsored the Tribeca Film Festival he founded after 9/11.

ENTERTAINMENT ACCESS / Amex plans to use alternative media as a way to further its commitment to giving cardholders an exclusive experience. While this has usually been in the form of tickets to live events, such as concerts, shows and sports matches, the brand sees rich opportunities to provide content online sneak previews online of cult television shows, perhaps.

A clue to future marketing is in the newly launched Amex website to support the Rolling Stones tour, full of exclusive video clips, wall­ papers and interviews. www.americanexpress.com/uk/stones/

CSR / CONSCIENCE CONSUMERS/ The Red Card indicates the future direction of Amex marketing, donating a percentage of profits to fighting Aids in Africa. While ticking all the right CSR boxes, this is also a savvy business move as such corporate ethics appeal to a growing group of vocal 'conscience consumers' anxious to spend their money in ways that provide a social benefit, such as fair trade products and civic projects. Red adopts a fpull strategy' of getting inside the consumer's world and blurring the lines between media in a non-traditional way - such as dinner parties that allow Amex to become a valid and viral part of the conversation.

MARKETING INNOVATION / TV accounts for only 30% of Amex's marketing budget. Recent alternative media tactics have included: the landmark Seinfeld/Superman webisodes picked up by NBC in 2004; a tie-up with Fox TV's reality contest So You Think You Cart Dance] and sponsorship of the 'live debate' episode of The West Wing. Amex's next ambition is to help cardholders tell their own stories, amplifying the effect of its celebritydriven 'My Life My Card' campaign. Director M.Night Shyamalan's two-minute Amex spot became the first commercial available for download on iTunes.

'We are in a low involvement category. A boring one1, says Diego Scotti, VP/ global advertising, 'To create content that can become part of the conversation, we need to tell stories that add value in some way, in whatever channel.'

The questionnaire used in Amex print ads has become a popular feature in blog culture.

1800 people participated in a competition earlier this year, inviting consumers to submit a 15-second video clip, based on the questions featured in the ads, such as 'proudest moment'. The prize was to be honoured at the Tribeca Film Festival Awards ceremony. 'For a lot of companies that are getting into user-generated content, it's content about them. Not about the consumer.

This isn't about us. That's why people really put their hearts into it,' says Scotti.

case study / american express /

ANALYST'S INSIGHT / By John Band/ Consumer Markets Analyst at Datamonitor When was the last time you used a traveller's cheque?

Probably not in the last five years - the fact that you can use plastic cards in shops, hotels and ATMs in almost every corner of the world has made the former almost entirely redundant. But it's a different story for the name most closely associated with the traveller's cheque; American Express is an excellent example of a brand that has moved with the times.

The decision that set Amex up to prosper in the electronic era came in 1958 with the launch of the green Amex charge card in the US. It not only blazed a plastic card trail soon followed by other banks, but shifted Amex from a transaction services firm for travellers towards being a visible sign of success - after all, only wealthy individuals could be trusted with the no-spending-limit product.

This blue-chip reputation was rapidly strengthened and played on in Amex's close relationships with major companies, allowing execs and sales reps to pay expenses directly from the company rather than their own pocket. But it's only in the last ten years that Amex has truly leveraged its brand among consumers.

Wmmmm .

American Impress Travele•

This might seem strange, since for the vast majority of people an Amex card is utterly useless. The green piece of plastic provides no credit facilities; the lack of a monthly spending cap is only relevant to the biggest spenders when almost anyone can get five-digit credit limits on a typical credit card; and Amex is less widely accepted than Visa or Mastercard.

Yet the company has gone from strength to strength in the mass-premium market. The reason is not hard to see; in a society where the focus of high-end consumer spending has moved from conspicuous consumption and obvious luxury towards more subtle indicators of quality, Amex's long-standing reputation for prestige is a powerful draw. Middle-class consumers are flattered to be offered a Blue credit card - and with that kind of brand power, who cares if some fluffy Internet bank could save you a few pounds a month? www.datamonitor.com

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CHALLENGE / WITH A NAME LIKE 'AMERICAN EXPRESS' IN AN ERA WHEN BEING AMERICAN AND A BIG CORPORATION ARE TWO FACTORS MORE LIKELY TO DAMAGE RATHER THAN BUILD A REPUTATION WORLDWIDE, THIS BRAND HAS A BIGGER CHALLENGE THAN MOST IN GETTING CLOSE TO ITS GLOBAL CUSTOMERS. TO MAKE THE MARKETING CHALLENGE EVEN TRICKIER, IT OPERATES IN A HIGHLY CLUTTERED, COMMODITISED, LOW-INVOLVEMENT CATEGORY WHERE ITS MESSAGE COULD EASILY GET LOST IN THE CROWD. TO BE HEARD, THE BRAND HAS TO STRIKE UP A DIALOGUE WITH CONSUMERS. SO, ITS ENTIRE MARKETING MISSION IS TO BECOME PART OF THE CONVERSATION, NOT A BYSTANDER. IT KNOWS THAT OSCAR WILDE WAS RIGHT WHEN HE SAID THAT THE ONLY THING WORSE THAN BEING TALKED ABOUT, IS NOT BEING TALKED ABOUT/ SOLUTION / MARKETING TO DRIVE THE SENSE THAT AMEX IS MUCH MORE THAN A CARD; GIVING CONSUMERS SOMETHING OF VALUE SO THAT THE BRAND NAME BECOMES SYNONYMOUS WITH PRESTIGE. THAT COULD BE PRODUCT INNOVATIONS THAT MAKE LIFE EASIER, OR EXCLUSIVE ADD-ON BENEFITS THAT BRING AN EXTRA BIT OF LUXURY TO LIVES. OR IT COULD BE ENTERTAINMENT, WHERE ITS ADVERTISING DOESN'T SET OUT TO SELL BUT RATHER TO TELL ENGAGING STORIES, WHETHER THEY BE ABOUT CELEBRITIES OR ABOUT ITS CARDHOLDERS. INCREASINGLY, AMEX IS LOOKING TO GET EVEN DEEPER INTO A CONSUMER'S PSYCHE WITH PRODUCTS LIKE RED, THAT GO FURTHER THAN GIVING ITS CUSTOMERS A SIMPLE PRODUCT BENEFIT BUT TAP INTO THEIR BELIEFS AND VALUES. IN THIS DEEPER CONVERSATION, NONTRADITIONAL MEDIA - ANOTHER EXPRESSION OF THE BRAND'S COMMITMENT TO INNOVATION - IS CRUCIAL. NO MATTER WHERE ITS MARKETING HEADS, AMEX WILL ALWAYS VIEW BRANDING WITH THE SAME VALUE AS AN FMCG COMPANY, CARVING OUT A UNIQUE NICHE IN A LOWINVOLVEMENT CATEGORY. SIGNING UP FOR AN AMERICAN EXPRESS CARD IS THEREFORE BOTH A RATIONAL AND AN EMOTIONAL DECISION / RESULTS / AMERICAN EXPRESS IS THE WORLD'S LARGEST ISSUER OF CREDIT AND CHARGE CARDS BY PURCHASE VOLUME. IT WAS THE FASTEST GROWING CARD ISSUER IN 2005, WITH WORLDWIDE SPENDING BY AMEX 'MEMBERS' RISING MORE THAN 16 PERCENT TO A RECORD $484BN. SPEND PER CARD IS APPROXIMATELY FOUR TIMES HIGHER THAN VISA AND MASTERCARD IN THE US, WITH THE GAP CON­ TINUING TO WIDEN. DURING 2005, 5.6M NEW CUSTOMERS SIGNED UP FOR CARDS, BRINGING THE TOTAL NUMBER IN CIRCULATION TO 71M, A 9 PERCENT INCREASE ON LAST YEAR. ACCORDING TO INTERBRAND, AMERICAN EXPRESS IS THE 14TH MOST VALUABLE BRAND IN THE WORLD AND IT IS FORTUNE MAGAZINE'S 17TH MOST ADMIRED COMPANY GLOBALLY /

case study / american express /

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entries, Amex received 1,800. Scotti believes this approach works because Amex is genuinely offering itself up as a 'conduit for self-expression': 'For a lot of companies that are getting into user-generated content, it's content about them. Not about the consumer. This isn't about us. That's why people really put their hearts into it.'

In future, Amex also plans to use alternative media as a way to further its commitment to giving cardholders an exclusive experience. While this has usually been in the form of live events, such as concerts, shows and sports matches in the offline world, Scotti sees rich opportunities to provide content online. He talks enthusiastically about the prospect of offering sneak previews online of cult shows like Desperate Housewives or 24: 'We haven't done it yet, but we're looking at it. We're looking at expanding our definition of 'entertainment access'. It won't just mean tickets to shows and events, as there are so many new ways of accessing entertainment.' A clue to future marketing is in the newly launched Amex website to support the Rolling Stones tour, full of exclusive video clips, wallpapers and interviews (www.americanexpress.com/uk/stones/). The Red Card, which launched in the UK in January, is also a good indication of the future direction of Amex marketing. Under the banner of U2 frontman Bono's 'Red' brand, which strives to fight Aids in Africa, Amex donates a percentage of its profits to a global fund when customers use the card.

While undoubtedly ticking all the right Corporate Social Responsibility boxes, Amex is sure this will prove to be a savvy business move as the card genuinely appeals to a growing group of young, "conscience consumers'. It estimates there are currently 1.5 million in the UK alone, rising to 4million in three years.

My life. My card.

According to Bain, the Red Card is the result of 'very careful thinking about how we can get inside the consumer's world'. At launch, the brand targeted the most vocal 'conscience consumers' - people that are increasingly looking to spend their money in ways that also provide a social benefit, such as buying Fair Trade products - in a series of dinner parties. These are an example, says Bain, of 'encouraging that viral environment' for the message to be passed on. 'Red is looking at a 'pull strategy' of getting inside the conscience consumer's world and blurring some of the lines between media in a non-traditional way,' she says.

The way Bain sees it, conversations about corporate ethics are increasingly taking place, spurred on by the internet and blogging. While she recognises that 'viral is a beast you can't tame', she believes it would be more damaging for Amex to ignore the chatter. Red is Amex's way of becoming a valid 'part of the conversation' and 'serving up our message in a new way'.

For Martin Raymond, co-founder of trend forecasters The Future Laboratory and consultant to Amex, Red is proof that the credit card has, in effect, become a ballot card: 'As people have started to disengage with politics and government, they're using their cards to support brands and services that they perceive to be 'doing good1, either for the planet or the local community.

Conscience consumption gives the consumer the right to punish errant brands in a way that's not physically damaging. Consumer boycotts cost businesses ÂŁ3.2bn last year. Something coordinated like the 'Every Little Hurts' campaign that attacked Tesco's ethics is far more effective than smashing a shop window. Civic responsibility is the new heartland.'

Amex's marketing challenge began as an attempt to enter the conversation, and be talked about. Now, having successfully gained permission to speak, the challenge is to contribute something worthwhile to the debate. 'Our aim is to really start pulling people to our brand rather than just pushing our messages out there,' says Bain, 'More and more we're seeing that if you're providing something of value - like interesting content or a strong proposition like Red - we're able to break through because we've got something meaningful to convey. After all, in today's commercially cluttered world, where people are so busy, brands have a big responsibility: they must have something to say.'

There's always a mutual benefit. For Shyamalan the ad raised his profile and showed off his movie-making skills ahead of the launch of his forthcoming film Lady in the Water. For photographer Annie Leibovitz, who took many of Amex's print ads, it's the creative freedom to shoot her subjects as she pleases. For Martin Scorsese (who directed De Niro's 'My life' ad and was the subject, himself, of a print execution) the arrangement helped to fund a documentary he wanted to make on the reopening of the Statue of Liberty. For De Niro it was in return for Amex's sponsorship of the Tribeca Film Festival he founded to help bring culture back to lower Manhattan after 9/11. 'In order to work with talent there needs to be this sort of negotiation, this exchange of goods,' says Scotti.

to another party - but something that agencies in general are having to get used to as the creative process fragments ever further beyond the comfort of TV and print.

Contagious was unable to obtain a perspective on this from Ogilvy. Under Amex rules, no agency can speak to the press and any media coverage is subject to a bureaucratic system of approval. This goes to show that while the creative process may be fluid, it is contained within a tightly controlled system, typical of a large corporation. (Readers should note that Amex co­ operated fully with Contagious on this article). Joanna Lambert, director of public affairs and communications at American Express headquarters explains the official company policy: 'We have great agency partnerships, we simply only have American Express spokespeople talk about our company in the press.1 The theme of stamping the star's individuality on an ad carries through to other elements of the campaign, such as the print executions. Here, celebrities fill out a questionnaire in their own handwriting listing details, such as their childhood ambition and their fondest memory.

When the creative process begins, the starting point is asking what the talent wants to get out of the ad. 'We have to relinquish control. Consumers can see through lies and I need these people to tell their story in the best way. The more you want to control things, the less you can actually control them,' he says. This type of collaboration makes a lot of people nervous. Rather than an agency coming up with a script, showing it to the client for approval, then suggesting a range of talent that could take the lead in the ad, Amex works backwards.

Amex's longterm agency of record, Ogilvy Worldwide, is effectively a talent scout, tasked with identifying the most suitable person for the campaign. That person then directs the show, relying on the agency to help implement their vision. Then, 'like a room without four walls', Scotti claims there are no boundaries when it comes to Amex making the talent's vision a reality.

Shyamalan, for example, ran his ad like a mini-movie ordering that everyone involved was from a movie background, rather than commercials.

No doubt this is an unusual and perhaps unsettling way for Ogilvy to work, as it hands over the creative lead

Amex's quest to help the public see a truer picture of events is reinforced in other areas of the brand's marketing, such as its sponsorship of the 'live debate' episode of political drama The West Wing last year. For this, Amex limited the ads during the break. John Hayes, chief marketing officer at American Express in New York, told The Wail Street Journal that this was because the brand wanted to make the storyline more credible, saying: 'Most real debates run without commercials so we wanted to help the authenticity of the programming and it helped showcase our message because we were the only advertiser. We wanted to give consumers relief from the commercial clutter.'

Amex's next ambition is to help cardholders tell their own stories. The current print campaign does this by running three consecutive executions and leaving the final questionnaire blank. Although Amex had not intended the public to react, people have ripped out the questionnaire from magazines, filled it in and sent it back to the brand. At one point, 250 blogs were also using the Amex questionnaire format to introduce themselves on their homepage.

Then in a competition earlier this year, consumers were invited to send in a 15-second video clip, based on on of the questions in the print ad, like 'proudest moment'.

The prize, in addition to a trip to New York with spending money, was to attend the Tribeca Film Festival Awards ceremony in May, The winner sat at the Amex sponsor's table and was honoured in front of competition judges Scorsese and Shyamalan. Expecting around 200

case study / arnerican express /

our brand and to our audiences - but we spend a lot of time up-front in creating our partnerships so this does not become a problem. Our artists work side-by-side with our agencies to create something unique, something compelling, but of course, on message,1 While Amex will not reveal how much directors get paid, the fact that Shyamalan donated his entire fee to helping inner city kids in Philadelphia get scholarships to private schools suggests they are not doing it to bolster their own bank accounts.

The 60 second ad, directed by David Kellogg for Ogilvy & Mather/New York about the life of comedienne and TV presenter Ellen de Generes, airing in December 2004, also blurs the lines between advertising and entertainment. In the ad she's filmed dancing, from the moment she wakes up until she steps foot in the studio.

A brainstorm with the producers of the Fox TV reality contest So You Think You Can Dance resulted in the brand creating short pop videos of members of the public dancing in locations from water parks to shopping malls. Amex then ran the corporate commercial directly after these segments, generating a 37°/o better branding recall than other advertisers during the same break. 'Similar to our talent approach, we atso want the best minds in the media business thinking of new and better ways to get out there,1 says Scotti.

This association with celebrities is not new to Amex.

One of its most memorable early TV campaigns was !Do You Know Me?', which ran from 1974 until 1987, producing 125 executions and airing in 17 countries.

The premise of the ad was that famous names are not always recognised in person, whereas the Amex card is.

The current 'My life. My card' campaign buiids on this idea and is known internally at Amex as the 'Do You Really Know Me?' campaign. However, it is no longer about the Amex card being more famous than the celebrities starring in its ads. How can it be, when Amex has access to some of the most high profile global celebrities, such as golf champion Tiger Woods and actor Robert de Niro? Rather, it's about gaining an unusual insight into the everyday lives of these largerthan-life personalities.

But what makes these A-listers want to star in an Amex ad? Robert de Niro, for example, had never agreed to take part in advertising before Amex. Ironically, it seems that Amex can offer these stars an authenticity they

cannot find elsewhere; a conduit for them to tell their real stories, in contrast to the fake, manipulated ones that are often created by a celebrity-obsessed, sensationalist media or advertisers keen to cash-in on star status. Indeed, Scotti points to the contrast between Amex's role as a credible content provider and the 'trashy, celebrity' magazines taking up so much shelf-space worldwide. He describes Amex's authorial approach as thoughtful: 'We always want our content to be as authentic as possible. That draws a lot of people in because much content, like these celebrity magazines, isn't real. When we show people something, they know it's real and they value it.1 Given the current stampede by brands into the entertainment space, Scotti points out that Amex was one of the first companies to generate content back in the late 60s when it started issuing magazines, including Travel & Leisure, through its subsidiary, American Express Publishing: 'We created magazine content that brought to life the world of our Cardmembers. Content can take different forms - it can be informational, advisory, or entertaining. And, you want the right authority or talent creating the message and for it to appear in an appropriate environment.'

As Adweeks ad critic Barbara Lippert stated in her March 13, 2006, column: 'It [the Shyamalan spot] works because it does seem to be based on a basic truth about Shyamalan's process and I appreciate his honesty.' Shyamalan himself explains his willingness to take part in the ads by saying: !i like them [Ellen DeGeneres, Robert De Niro and Kate Winslet] more after seeing the spots, and that is unusual. The ad celebrated what was individual about those people, like Ellen's free spiritedness. The ads remind us why we dig those people. I feel more connected to them,' {WSJ, March 8, 2006).

Clearly, there's more to celebrity involvement than just a warm feeling in their bellies when they watch the ads.

much more difficult. Amex believes the only way to strike up a dialogue with contemporary consumers is by using media in new and clever ways. Alison Bain, VP, head of advertising at Amex Europes says that the brand's 'use of non-traditional media is another expression of innovation'.

A landmark campaign, one of the first to use new media, is Amex's 2004 online series featuring comedian Jerry Seinfeld, called The Adventures of Seinfeld and Superman'. Amex revealed the creative exclusively online with a view to creating a buzz on the web, The two webisodes lasted for four minutes and were cowritten by Seinfeld and directed by film director Barry Levinson, Both were supported heavily by what Amex calls 'surround marketing', including behind-the-scenes content on the web, on minidisks and on promotional postcards.

The only part that TV was intended to play came in the form of three 15-second teasers directing viewers online. But the webisodes created such interest among the public that NBC approached Amex about running the content on its TV channel, in a primetime slot before the encore airing of the Friends comedy series finale.

'At a moment when everybody was craving his material [Seinfeld was the most watched comedy show in the US in the nineties but had been on air less at the time of the campaign], we created this experience that could only be accessed online,' explains Scotti. 'Millions of viewers came to our website to engage with the content and brand, with many of them applying for an American Express card. Then NBC came to us to talk to us about using the content as content and not a commercial. This was one of our earliest experiments [with non-traditional media] and we thought: "Mmmm. We're definitely on to something here.'"

Fifteen years ago 80% of Amex's budget was spent on TV. Seven years ago this percentage dropped to around 50%. Now, TV accounts for only 30% of the budget.

That's not to say Amex believes that TV is dead, or that it cannot achieve stand-out. But dull, run-of-the-mill financial services advertising which revolves purely around the TV medium certainly is, suggests Scotti: 'We are in a low involvement category. A boring one. To create content that can become part of the conversation, we need to tell stories that add value in some way, in whatever channel.'

Sixth Sense director M.Night Shyamalan's two-minute film, part of the current 'My life. My card' campaign, is an interesting exercise in storytelling. Shyamalan wrote, produced, directed and played the main role in the ad, which tells his own story about how his life is 'about finding time to dream'. It is shot so the viewer can see the world from Shyamalan's slightly warped perspective

as he observes his fellow human beings in a restaurant.

It is not until the very end of the two minute spot that you realise you have been watching an American Express ad.

The commercial premiered in March, during the Amexsponsored Academy Awards. As intended, it got the film community and press chattering, with many visiting an especially-created website (www.mylifemycard.com) containing the full ad and background about its creation.

The ad was never televised outside the US, but was picked up globally via the website. The campaign was also extended to print and mobile media and proved so successful as a non-ad that Apple's iTunes agreed to make it available as a download, the first time the site had struck such a deal with an advertiser. It was also featured in broadcaster ABC's podcast of the Academy Awards night highlights, again demonstrating how Amex had managed to cross the elusive line between advertising and entertainment.

Scotti was inundated by people asking him why Amex had chosen to do an ad that was such a soft sell, His reply was this: 'Commercials are getting louder and louder and louder. You just have to look at the Superbowl to see that. They are, in many cases, patronising the consumer. With this ad, we knew we were talking to a sophisticated audience that is going to value quality, not just in terms of the production values but in the kind of storytelling we bring too. Brands don't need to get louder and louder. Maybe they should be getting quieter and quieter and concentrate on engaging people in a great experience.'

Another ad in this 'Director's Series' which was brought to life through new media was an execution by and about director Wes Anderson. Again, this was entirely his own creation and offered a unique insight into the man usually behind the camera. As an experi­ ment, Amex launched the ad in cinemas only at the end of March. 'Something very interesting happened,' says Scotti. 'People started taking low quality videos on their phones in the cinema and posting it online. Suddenly it was appearing on sites like YouTube. It was in the five top searches on Google a week after its official launch on network TV in the last week of April.'

Scotti speculates that one of the reasons it caught on so quickly was the fact that Anderson's last film, The Life Aquatic with Steve Zissou, had received mixed reviews in the press and so his loyal following were 'craving' more of him.

According to Scotti, working with directors in this way is a 'daunting shift' but well worth the effort: 'It's about collaboration and letting the experts do what they do best. We give them the freedom to be themselves. Of course, at the end of the day, we're getting across a brand message, so there needs to be some relevance to

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During 2005, 5,6 million new customers signed up for an American Express card, bringing the total in circulation to 71 million, a 9 percent increase on last year, This makes it the world's largest issuer of credit and charge cards by purchase volume.

So how does a New York-based behemoth manage to avoid being tarnished by the evil-American-corporation brush? According to Diego Scotti, the brand's vice president of global advertising, the brand strives to achieve a balance between leveraging the equity of a global brand with the need to be locally relevant. The current 'My life. My card' campaign, he states, is 'the first global brand campaign we have undertaken in many years and we are careful about the way we execute in different markets - both with the talent and the channels we use. We have a depth of talent that includes global/iconic figures and locally relevant individuals such as Ken Watanabe in Japan, Diego Luna in Mexico and Anthony LaPaglia in Australia.1 According to Scotti, the brand's strategy is always to 'become part of the conversation', believing in the Oscar Wilde philosophy that 'the only thing worse than being talked about, is not being talked about1. The embodiment of this philosophy can be seen in the way the brand has planned and bought media. Recent TV ads featuring Chelsea Football Club manager Jose Mourinho and Duke University basketball head coach Mike Krzyzewski, deliberately court controversy.

The first cunningly debuted in the UK in April 2005 when Mourinho had been banned from the touchline dugout for the match being broadcast that day. Hence, the only way most fans could catch a glimpse of him was in an Amex ad, rather than on the pitchside. The second aired during last year's nationally televised NCAA men's basketball tournament at a time in the college calendar when any efforts to recruit students are strictly prohibited. The fact that 'Coach K' had the audacity to appear on TV talking about his approach as a coach and what he could offer students, under the auspices of an Amex ad, caused outcry and proved fodder for many column inches.

'The reaction was visceral, both positive and negative, but the important thing was we became part of the conversation,' says Scotti. To gain this privilege, Scotti believes brands must 'add value': There are lots of ways you can add value in a company like ours. In addition to the products, you can do this through content. It can be information. It can be advice. It can be entertainment.'

Amex's product mantra is to make people's lives easier and more enjoyable. This goal has led to a relentless launch of products, services and benefits. Its 155-year history is peppered with a continual stream of 'firsts', where Amex brings a revolutionary innovation to market.

One of the most notable early examples was in 1891, when it invented the traveller's cheque. When the company introduced the world to paying by plastic (rather than paper) in 1959, this opened the floodgates to a raft of bespoke card innovations, starting with the iconic green card in 1969 (before that it was actually purple). This card not only made customers' lives easier by providing a versatile way to pay for goods around the globe, but it also bestowed on them a badge of prestige.

The power of prestige to get tongues wagging has never been lost on Amex marketers. The idea really kicked off in 1975, when Amex first embraced TV with its 'Don't Leave Home Without It' campaign. Later, the 1987 'Membership has its privileges' strategy highlighted the company's commitment to customer service.

The notion that Amex would go to any lengths to satisfy a customer's demand captured the imagination of eighties UK comedy show Not The Nine O'Clock News. One of its most famous sketches featured Pamela Stephenson as a retail assistant who responds to an Amex customer request, then pulls open her blouse to offer him an additional perk. Indeed, Amex perks are legendary in their money-can't-buy-me appeal: exclusive shopping nights in Harrods; tickets to sold-out Amex-sponsored events in the music, fashion and sporting worlds; fulfilment of random requests - like the time when Amex provided a Russian Centurion cardholder with an English-speaking parrot.

Former UK marketing director Simon Waugh, now chief executive at financial advisers AWD, believes Amex was one of the first brands to recognise the power of database marketing in understanding different customer segments' needs; the vast array of coloured cards - blue, clear, green, gold, red, platinum, black being the physical manifestation of this strategy.

Targeting niche segments always added a great deal of value. Amex was at the leading edge of analysing buying behaviour. Everyone lauds Tesco for doing it today, but Amex was doing it 25 years ago. We would forensically analyse what our cardholders wanted, then put offers in front of them. That's why people were happy to pay a premium,5 he says.

Even the design of the cards is tailored to its audience and intended to create a talking point. Take the Butterfly card, currently under pilot. Targeted at the fashionable set, it is more like a clothing accessory than a credit card, with its ability to be folded up and placed in a sleek, silver case.

While new product innovation in itself, backed by TV ads, may have been enough to enter into the public's conversation in the past, getting stand-out today is

CASE STUDY / AMERICAN EXPRESS / MEANS OF EXPRESSION / IF ANY BRAND WERE SUFFERING THE ILL-EFFECTS OF THE CURRENT ANTI-CORPORATE AND ANTI-AMERICAN GLOBAL CLIMATE, A MULTINATIONAL NAMED 'AMERICAN EXPRESS' WOULD SURELY TOP THE LIST. RIGHT? WRONG. AMERICAN EXPRESS WAS THE FASTEST GROWING _ CARD ISSUER IN 2005, WITH WORLDWIDE SPENDING BY CARDHOLDERS RISING MORE THAN 16 PERCENT TO A RECORD $484 BILLION. SPEND PER CARD IS FOUR TIMES HIGHER THAN VISA AND MASTERCARD IN THE US, WITH THE GAP CONTINUING TO WIDEN. CHIEF EXECUTIVE KENNETH CHENAULT ATTRIBUTES THIS TO THE FACT THAT AMEX OFFERS ITS CARD MEMBERS A DEEPER RELATIONSHIP AND A BROADER, MORE CUSTOMISED RANGE OF PRODUCTS AND INCENTIVES THAN ITS RIVALS / SUZY BASHFORD EXAMINES THE CONTRIBUTION MADE BY THE BRAND'S PIONEERING APPROACH TO ALTERNATIVE MEDIA SOLUTIONS /

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CONTAGIOUS CASE STUDY AMERICAN EXPRESS /

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This was a logo created for a puzzle game called Cluenatic. This game involves unravelling four clues.The logo has the letters C, L, U and E arranged as a maze, and from a distance, the logo looks like a key.

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^ ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

The SUN Microsystems logo is a wonderful example of symmetry and order. It was a brilliant observation that the letters u and n while arranged adjacent to each other look a lot like the letter S in a perpendicular direction. Spectacular.

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This logo is too good. For the name Eight, they have used a font in which each letter is a minor adaptation of the number 8

Eighty-20 is a small consulting company which does sophisticated financial modeling, as well as some solid database work. All their work is highly quantitative and relies on some serious computational power, and the logo is meant to convey it. People first guess that 20% of the squares are darkened, but that turns out to be false after counting them.

The trick is to view the dark squares as Is and the light squares as 0s.

Then the top line reads 1010000 and the bottom line reads 0010100, which represent 80 and 20 in binary. Kinda like the surreal green screen of The Matrix, they want us to read stuff in binary

WHY SERVING IN THE BIG CRUISE IF YOU CAN BE THE CAPTAIN OF A BOAT? Spending life serving in a big cruise can be an overwhelming life, instead the haunting tidal waves, you'll see the dancing blue waves. Instead the thundering stormy weather, you'll see the Mother Nature's fireworks show.

Imagine yourself outside that big cruise. You may feel helpless and petrified, but that's just a birth phase of a great learner in you. Suddenly, the stars will provide you all the knowledge about directions. The stormy weather and the angry waves will provide you knowledge on how to build a strong captain in you.

Now, the boat is approaching you. It has BMICG's name written on its flag. Inside you'll find us, a solid operating marketing consultant group in advertising, media, interactive communication, research, and public relations, who are here to spread our business throughout ASIA region.

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General Manager: 3 years experience in director level, good leadership and entrepreneur skill, large networking, a provider for fresh ideas in directing the team to build marketing and communication strategies.

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Account Director: 5 years experience in the managerial level, excellent leadership and entrepreneur skill, large networking, a natural fresh ideas provider for marketing and communication strategies.

Media Planner: An expert in media planning strategy with 2 years experience in media industry, good skill in planning media strategies and recommendations, familiar to read research documents, have a large media networking and an excellent clientship nature

Account Executive: Hold a bachelor degree in communication, have large networking, a natural client's darling and great presentation skill. Young talents armed with 1 year experience in selling area are welcome!

Creative Director: A natural born conceptual-director with 3 years experience in director level, a large network, a natural client's darling, great leadership and entrepreneur skill and not to mention good presentation skill.

Media Buyer: An expert in media buying strategy with bachelor degree and 3 years experience in media industry, good skill in implementing media strategy, good clientship nature, familiar to read research documents, good presentation skill, and good negotiation skill for all type of media buying The League of Research Extraordinaire:

Copywriter: A bachelor degree in communication, a natural born writer armed with good presentation skills and 2 years experience in the industry. Fluently speak and write in 4 different languages (English, Malay, Mandarin, and Tamil) is preferred.

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Research Executive: Bachelor degree with expertise on spying the consumer behavior, 2 years experience in marketing research industry, Familiar with research software tools, good presentation skill, good clientship nature.

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Have an ability to operate design software with fine taste in creativity and design.

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Moving Ahead

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viewers will be seeing several new programs such as "Singles Table" a comedy series and "Justice" a drama which incorporates computer graphics, use of science and high technology in the court room based along the concept of"CSI", to name a few.

You are a numbers man, 'Mr Turnaround' in media circles. Are you enjoying this media business?

I joined TV3 in late 2001, media and in particular TV, was something really new to me then. We work as a team which was instrumental in the turnaround of the then beleaguered TV3.

TV3 then faced problems similar to that of ntv7 now - declining ratings and market share, and saddled with a mountain of debts. Metrovision (now known as 8TV), Channel 9 (now know as TV9), ntv7 and a few radio stations came along the way after we completed the restructuring ofTV3.

I've enjoyed the work immensely and most importantly, the people in the company, comprising of the "Band of Brothers" and colleagues throughout the Media Prima Group.

It seems ntv7 is like a dormant giant waiting to leap into 2007, as you had a hard year

consolidating your business position this year.

Our objective is to be the leading TV channel for our target market within Free-toAir and Pay TV channels in Malaysia. ntv7 will focus on the affluent and educated professionals between the ages of 25 and above from higher income homes, as reflected in our tagline,'Your Feel Good Channel".

It is our intention that our programs, both local and foreign syndicated, will be shown first on ntv7 before any other Free-to-Air or Pay TV Channel. We will aggressively promote our programs via traditional promotional activities and ground events to create awareness of ntv7 and its programming.

We will leverage on integrated promotional activities through other media platforms (print, radio, outdoor and other TV stations) within the Media Prima Group. This will be the comparative advantage over our competitors.

Do you see 8TV cannibalising your space?

Or for that matter, Fine TV, ASTRO or Channel 9.

Yes, there is some level of over-lapping in terms of the target audience and program offering between 8TVand ntv7. It was significant in the early days of ntv7s entry into Media Prima.

ffi ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

However we have been able to reduce this substantially when we embarked on a Station Segmentation and Product/Program Differentiation strategies within Media Prima TV stations (see above). ntv7s current content offering and brand strategy reflect its target audience, and the same is said of 8TV. The distinction will be much clearer by the year 2007 onwards with the launch of ntv7s latest program line-up.

In future, any overlapping between 8TV and ntv7 is deliberate and mainly due to our intention to complement and bridge the flow of content and viewers between the two stations.

This is necessary to ensure we are able to serve our target viewers and advertisers efficiently.

Overlapping between TV9 and ntv7 is negligible and is almost non-existence.

Where do you see ntv7 in 2008?

By the year2008, ntv7 would have solidified its position as the preferred TV channel amongst Free-to-Air and Pay TV channels serving both affluent urban viewers aged 25 and above, and the urban Chinese viewers. Backed by a solid financial position by then, ntv7 and its content will be available via new media platforms through collaboration with new media owners and operators.

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..any overlapping between 8TV and ntv7 is deliberate and mainly due to our intention to complement and bridge the flow of content and viewers between the two stations."

of the advertiser whilst reducing cost barriers to advertise.

Tell us about your content for next year and what are your expectations?

Next year, ntv7 will be spending more than RM30 million on content and programming.

We intend to maximize our local content and programming. Our intention to offer programs which are unique and different from those available and shown in other Free-to-Air TV and Pay TV Channels.

For our local English content, we plan for more lifestyle shows with a magazine format, together with reality and game shows. These include reality show 'The Firm' and in-house syndicated programs such comedy-variety 'Actorlympics', magazine style 'Captain of the Industry and a weekly business news program.

Our local Chinese content offerings consist of local dramas through our collaboration with media owners and variety shows such as 'Star Idol' and local game show such as 'Deal or No Deal'. And our ever popular Chinese magazine show 'Finding Angels Season 6' makes a re­ appearance.

Our local Malay content offering will include independent movies, talk shows and variety

shows - like 'Wakenabeb!','Thursday Nite Live' and Prelude Kemuncak AIM 14'. We will create a platform to introduce Malaysian movies for the more discerning audience.

This platform, appropriately called "Festival" will showcase personal collective imagery of Malaysian movies made by young upcoming directors renowned for their artistic and creative achievements. The films will reflect the diversity of Malaysian life and culture along with compelling storylines.

For our young viewers, we will be bringingin more programs which are activity-oriented (ala reality game shows) in addition to the traditional popular cartoon and animae such as "Doraemon" and "Crayon Shinchan".

For foreign syndicated content, we will be bringing in latest award winning and popular dramas and magazines from the United States such as 'Men in Trees' and 'StandOff' and from United Kingdom - 'Top Gear'.

Other than returningseries such as "24", "My name is Earl", "Grey's Anatomy",

1 ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

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Channel Share Among Urban 25+ ntv7 9%

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viewership compared to ASTRO channels Target Audience: 1) Total 6+ 2) Urban 25+ 3) Chinese 6+ 4) Total Kids 6—14 Source: NMR AGB Telescop Telescope — January to June 24th 2006

...The outcome of the turnaround strategies has been positive. As at 30 September 2006, our ratings improved 10% % for total 6+ viewers and 15% for Chinese 6+ viewers. Meanwhile our ratings for Kids 6 to 14 viewers and Urban 25+ viewers stood at a credible 10% respectively representing top two TV stations for these target viewers. This contributed to the "turn of fortune" in our bottom line when we managed to register a pre-tax profit of RM2.18 million in the first nine months of the current financial year compared to a pre-tax loss of RM17.15 million in the corresponding period of last year.

What are your thoughts on Internet TV or IPTV? For example, Google's British ad revenues will top UK's Channel 4 this year as Internet operations drain revenues from traditional media.And Google is also expected to overtake ITV1, Britain's biggest commercial TV channel - and the country's biggest single recipient of advertising revenue.

Some industry experts say that the success of IPTV and other media platforms for TV has been somewhat overstated as many people in the world still watch the traditionalTV despite the industry's push towards 3G, IPTV and

other platforms. This reminds us of the mobile telephone in its early days. ntv7 has always braced itself for the future.

Content and distribution,will be thedetermining factor in the success of any media entity and this is wherewe at ntv7 (and Media Prima) have put our priorities.

Through "Distribution" ntv7 has optimized its reach and penetration to viewers and advertisers. ntv7 (and its contents) will be accessible via Free-to-Air, Pay TVs and new media platforms. With unique creative marketing solutions and products, ntv7 caters to the needs

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

BACK TO

ell us about the turnaround you guys managed at ntv7 this year.

You would recall that ntv7 had been in the red since 2001 burdened by high operating costs and stiff competition from other Free-to-Air and Pay TV Channels. Our ratings had gone down to as low as 6% for total 6+ viewers and 10% for Chinese 6+ viewers. In addition, we were significantly in debt (by approximately RM280 million) with a very tight cashflow position. We had difficulties meeting commitments to creditors and stakeholders, and even paying the salaries of our colleagues...

^ ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

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Let's Get RADIOACTIVE! MP Radio Networks, the operator of 8 radio stations in Malaysia, has once again maintained its stronghold position through the four number one radio networks in the Bahasa Melayu, Chinese, English and Tamil speaking markets.This was according to the Radio Audience Survey by Nielsen Media Research which was officially released this week.

An effective and popular source of information and entertainment, radio penetrates 93% of Malaysians. AMP Radio Networks, a subsidiary of ASTRO ALL ASIA NETWORKS pic, dominates the radio listening market, reaching 75% of radio listeners who tune in to any of its 8 stations, namely Era, MY FM, hitz.fm, mix fm, Light 8c Easy, Sinar FM, Xfresh and Thr.fm.

ERA remains Malaysia's most listenedto radio station, reaching 5.9 million listeners every week across peninsular Malaysia. Its loyal listeners increased a further 110,000 totalling to 1.5 million. Its breakfast show, Pagi di ERA with Khairil and Kiran once more clinches the spot as the Top Breakfast Show slot on radio. Meanwhile, Linda Onn, arguably the most celebrated female radio announcer in the country, who also hosted the prestigious Malaysian music awards showAnugerah ERA, continues tostrengthen her Evening Drive Time show, garnering 3.5 million listeners per week.

Playing the best of retro music, Sinar FM sets its record high with 2.3 million listeners weekly, hence securing its place as the 2nd most listened-to Malay station amongst Malay listeners aged above 25, next to ERA. The star power of Halim Othman and Salleh Yaacob managed to draw a bigger crowd to the Breakfast Show, which they co-hosted with Rina, bringing listenership to over1 million.

MY FM continues to dominate the Chinese listening market as the number 1 Chinese radio station with 2.1 million listeners a week. Its breakfast show with Jack and Mei Yan is still the most listened-to Chinese breakfast showwith 1.2 million listeners. Time spent listening among MY FM core listeners

Borhanuddin Osman, President of the Malaysian Association of Commercial Radio Operators. increases remarkably from 10.5 hours to 14.5 hours per week.

Having increased its Indian listenership from 1.1 million to 1.2 million, Thr Raaga remains the nations number 1Tamil station.

This growth is largely contributed by the stations brand new breakfast show hosted by Uthaya and Anantha, which has proven itself to be a hit with Indian listeners.

Thr Gegar also records an increase in Malay listenership in the East Coast to over 800,000 listeners.

With 1.1 million listeners a week, hitz. fm continued its stronghold as the number 1 station for English-speaking listeners. The hitz.fm morning crew JJ and Rudy are hugely popular among English music listeners, keeping their show s position as the number 1 English breakfast show in Malaysia.

The number 2 English station in the country, Light 8c Easy, experienced a sensational

growth in Time Listening Spent among their core listeners to 16.3 hours per week. Light &c Easy Light Breakfast Show hosted by Caroline and Simon keeps gaining an increase in listeners.

More than half of Light 8cEasy listeners come from households with a total monthly income above RM3,000.

Mix fm, the New Buzz in Malaysia, continues to be the choice radio station amongst listener ofthe higher income group. Over 50% of mix fm listeners have a household income above RM3,000. Close to 30% are from households earning more than RM5,000.

Xfresh FM, the youngest station in the AMP Radio Networks family, remains the only commercial radio station dedicated to playing new Malaysian music, attracting more than half a million listeners.

Radio as a medium has seen tremendous growth in advertising expenditure in the last five years, from RM99.7 million for the January to September2002 period,to RM135.5 million for the same period this year, Nielsen Media said.

Radio now represents 4.5 per cent share of total rate-card advertising (display ads only) in Malaysia, valued at RM3.0 billion, it added.

Borhanuddin Osman, President of the Malaysian Association of Commercial Radio Operators, said he hoped for the share to increase to eight per cent in line with other markets in the region.

5.9 million 2.4 million 2.3 million 2.1 million

Position Overall No.1 No. 3 No. 4 No. 5

Malay Station ERAFM Sinar FM Xfresh FM

5.9 million 2.3 million 0.5 million

Malay Station No.1 No. 3 No. 8

Chinese Station MYFM

' '" ' 2.1 million

Chinese Station No.1

English Station hitz.fm Light 8c Easy FM mix fin

1.1 million 0.5 million 0.4 million

English Station No.1 No. 2 No. 4

Tamil Station Thr.fm (Raaga)

1.4 million

Tamil Station No.1

Market/Station Overall ERAFM Thr.fm Sinar MYFM

E ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

Audience Reach (per week)

Source: Nielsen Media Listenership Survey September 2006.

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BMW Malaysia Launches Shorties!

Competition to be a channel for cinematic talent development

MW Malaysia HAS launched the BMW Shorties, a short film competition the Marque intends to make an annual event aimed at realising new talent within the Malaysian cinematic arts community.

In line with its global effort supporting and developing the cinematic arts, The BMW Shorties offers a prize of up to RM50,000 in production assistance to enable the person submitting the winning short film to make a professional short film. This short film, in turn, will have the chance to be showcased at international film festivals through the BMW Group s global network A film competition with a difference, the BMW Shorties aims to not merely discover but also cultivate emerging cinematic talents in Malaysia by providing a distinguished panel of judges from the Malaysian Film Industry who will act as mentors to the winner.

"BMW Malaysia would like to assist and encourage the film making community in Malaysia. We see an opportunity to provide a platform which we hope will allow the discovery and recognition of emerging talent in the Malaysian cinematic arts community,"says BMW Malaysia's Press and Corporate Affairs Manager, Vijayaratnam Tharumartnam. The theme for the inaugural BMW Shorties is "Mobility". The competition is open to aspiring Malaysian film makers of any age, as long as they have never participated or won in any local or international film festival, competition or awards.

The short film entries will be judged on their originality, content and creativity in interpreting the theme.

Film school students and first-time film makers are encouraged to send in their short film entries for consideration.

Deadline for entries is at 5pm on 13 February 2007.

BMW Group has supported the film industry for over 70 years, from student productions to film festivals.

BMW Group sees itself as a promoter of young filmmakers, lending its support

that the BMWShorties will act as a launchpad for Malaysian film makers to venture abroad.

He also says that while feature-length films are often subject to certain limitations placed on them by the constrictions of expectation and television requirements, the short film is a medium that offers plenty of scope for innovation. It is not only the preferred channel for many student directors, but is currently undergoing a renaissance across the board.

"With the BMW Shorties, we hope to be able to showcase Malaysian cinematic works overseas while, at the same time, exposing Malaysian film makers to the international cinematic arts scene," he said.

As part of the BMW Shorties, BMW Malaysia will provide support and critique via a to productions that display a particular degree distinguished panel of judges in order to achieve of excellence, and working in close cooperation the best possible outcomes by the entrants but with students. winner. also by the "The Malaysian cinematic community The panel of judges comprises renowned has shown some very strong talent. Many of film maker Yasmin Ahmad, Cannes Award our young filmmakers have gone on to receive international recognition especially in the area winner and director Paul Loosley, movie editor of short films. It is our intention that the BMW Affandi Jamaludin, experimental film maker Shorties will create another opportunity for James Lee, lecturer and academic Gregory Wee other talented individuals who do not have the and writer-filmmaker-photographer Danny Lim, resources. In this way, we can play a small part as well as BMW Malaysia's Press and Corporate in the growth of the Malaysian cinematic arts Affairs Manager Vijayaratnam Tharumartnam.

The winning entry for this year's BMW community by helping to discover and nurture Shorties will be announced at a premiere on 9 new talent, as we have done in other countries," March 2007, which will also showcase the top10 says Mr Vijayaratnam, adding that it is hoped entries. Members of the public will also be able to view the top 10 finalists' entries and vote for their choice online at www.bmw.com.my/shorties.

For aspiring film makers who would like to ensure that they submit their best possible work, BMW Malaysia is also organising a BMW Shorties Clinic on 13 January 2007, where they will be able to receive professional advice from the panel of judges. However, only 25 applications will be accepted for the Shorties Clinic.

To enter, vote and be a part of the BMW Shorties Competition, visit the website at www.bmw.com. my/shorties.

Vijayaratnam and the Judges

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

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CONVERSATIONS

at the same time. There is a finite number of letters, and other people can add on to your words, or modifyyours. It's a game, but its sticky, and its fun for users. Its almost like Abstract Expressionism. Your interactions with others create new experiences. http://web.okaygo.co.uk/apps/letters/fkshcom Now, we wanted to create something we named "Echo-system." It was an application / environment that connected one user to many other users based on a certain set of data that were in their own computer.Users could see how many others are using the same application,find other users, connect with them,talk to them, buy content and even gift content to others. That's something I'd like to see more of.

Sandeep: It's almost like re­ capturing the excitement of the Internet, which we all felt when we first experienced those primitive browsers many moons ago.

I think many companies today are using the web for fact-sharing, not for creating experiences.

Stuart: Another trend I see happening offline, more and more, overseas, is what the fundis call art-brand collaboration. At a very high level, brands like Gucci, Versace, are engaging artists for limited edition material. It's not new, but I'm thinking, why can't we do this online?

Sandeep: Some brands do, overseas. Whether it's BMWwith Hollywood Directors or Nike with graffiti artists.

StuarfcMalaysia has artists.Why aren't we doing more of it here?

Sandeep: I'd like to see alot more video on the web. Brands are not using it. We face tough enough obstacles getting brands to pay for simple imagery and photo-shoots. And yet, video can add so much excitement, and it isn't like making aTV ad...

Stuart: Video is very immersive, it's rewarding for people. People are prepared to wait several minutes to download a video if they think it will be good. I mean, we knowpeople who download

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TV shows; people download music, they are ready to download videos from brand websites too. Now imagine video with interactive content added. It's the new, improved web, man.

But it's important to point out that this doesn't mean putting your TV ad on the web. Yeuch. So 1997. What we'll see more of (hopefully) is specifically-created-for-web video content. Now: Remixing web content. I wrote this down,but I'm not sure what it means, in the grand scheme of things.

Sandeep: Do you mean"don't put content into traditional formats"?

Stuart: Yes. Exactly. For me it's about being counter-intuitive. Stuff starts off in a way you might expect, but then it surprises you. Also I see an opportunity to reference other sites in a witty way. Or delivering a more seamless offline/ online experience.

Close the loop.

Tap into people's personal networks

Sandeep: So different mediums have different roles to play.

Stuart: Yes, very much so. I'm trying to think of a local example...

Sandeep: Well, here's one. MAS. I don't particularly love the MAS ads themselves, but I do like the strategy:to useTVads to drive people to book on the web. Now I don't know if those ads are working though....

Stuart: That leads me to another observation: I've experienced some clients (not at XM, thankfully!) who see the website as some kind of magic dust. Magically a website will become a CRM programme. Or putting up corporate information will mean that people understand your company. It's scary. The website is almost expected to stand alone.

That's really an anti-trend, something we don't want to happen.

Sandeep: And web budgets are tucked away with IT departments, who are not marketing people and don't focus on building brands, in general. That's another anti-trend.

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

WEB

Stuart: And people pump all their web budgets into website.We need more thought on online advertising, building groovy applications and downloadables, virals...

Sandeep: Some advertisers are starting to value their own voice at web point of sale. For instance, in the travel category. But we need more advertisers to invest in the medium, for the industry to grow. And for that to happen, we should be able to demonstrate the benefits to them.

Stuart: Air Asia has seen the benefits, has shown that e-commerce can work in Malaysia.

Although I did try to buy an Omega watch on eBay and ended up giving away my money voluntarily to a shell company probably run by some Russian mafia. But that's my fault: caveat emptor.

Here's anotherthought I had: snackweb.

Sandeep: I like it. I don't even know what you've thought in regard to it, but I like its ring. People consume the web in snacks. A bit in the morning, a bit before lunch, a bit at home at night.

Stuart: So how do we cater to this consumer need? Does content need to be serious or frivolous? Can it be valuable and at the same time can it be a short entertainment? A bit of junk food snacks now and then?

Sandeep: Definitely a lot of food for thought there Stuart: And I feel the web is very 2-D right now. Maybe the third dimension is the mobile device. It's still web on the phone, at the end of the day.I suddenly discovered I can retrieve my Gmail on the phone. I also found an application that makes my connection to the web faster and invisible. Given bandwidth and connectivity not being that great yet, maybe snackweb is meant for the phone.

Sandeep: More sites designed for mobile phone - really designed for mobile phones.

That's something I'd really like to see.

Stuart: Perhaps that's a topic for next month's discussion. D'you think anyone will read this stuff?

PS: Stuart still shops online, eventually buying the watch from a UK supplier via eBay. For feedback, email Sandeep at sandeep@xm-msia.com XM Malaysia is a WPP company.

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ON

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What does 2007 hold for those in new media and Internet Development?

Stuart Godwin, XM Malaysia's Creative Director, and Sandeep Joseph, Managing Director of the same, took out their virtual Tarot cards in an attempt to see into the future. On a comfy balcony overlooking Jalan Sultan Ismail, watching a gently flowing stream of red taillights, they soon found things taking an interesting turn...

Sandeep:Whatdoyouthinks goingtohappen?

Or what do you want to happen?

And which do you think is more important?

Stuart: Ha ha. Want, definitely. I suspect any discussion about trends going forward is likely to be more of a creative wish list on my part than a worthy prognosis.

Sandeep: Perhaps we should just Mutt and

Jeff this.

Stuart: Yeah, you be the sensible one. Seriously, though, there are a number of worldwide trends that Fd love us to catch up with.

Sandeep:You're sayingwe're behind the curve?

That's quite an opening gambit.

Stuart: It's not meant to be inflammatory. But I'm hearing the same things coming out of people's mouths today, in 2006, that I heard way back in 1997. We're still stuck in a world of brochure-ware and pictures of the CEO. It's time to move on,I say. Web users are crying out for good content.

But enough whingeing. My wish list goes beyond content, and number one on that list is something I want to refer to as The Conscious User.

99% of the sites I click onto offer me a rather lonely experience. It's just me and my machine.

If I'm lucky, I might feel as though I'm having some form of limited dialogue with whoever is responsible for the site. I feel unconnected.

I'm ifot-aware of other users. I might as well be surfing a black hole.

I'd like to see more sites where users of conscious of each other. Not in competition, but in some form of spontaneous co-creation.

I'm looking for shared experiences. I think that human beings need shared experiences. Imagine seeing a movie and not having anyone to discuss it with.

Sandeep: What about Friendster? And blogs?

Those are about shared experiences.

10 ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

Stuart:Yes, you're right. But not in real time. On those sites,it's almost like you're batch processing your emotions or your interactions.

Sandeep: Good point. So give me a for instance...

Stuart: Here's a frivolous example: I found a website in the UK which is like fridge magnets.

You can rearrange fridge magnet letters in real time, and other people can arrange them too

LOWE'S

RED

RIBBON

LOWE Bangkok: (Left to Right) Thotsporn, Kittinan, Suchaya, Sora, Choopol\ Vancelee, Supon, Abhijeet Dutta Ray

Having unprotected sex is like making your partner sleep with everyone you have.

Anyone wanting to get an mpeg of the spot can contact abhijeet.ray@lowe<worldwide.com ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

LOWE'S

RED

RIBBON

'SHARING SEX' LOWE Bangkok helps fight against AIDS

ADOI TALKS TO ABHUEET DUTTA RAY- EXECUTIVE VP, STRATEGIC PLANNING DIRECTOR, LOWE THAILAND, FOR THE FULL STORY The Lowe Bangkok work is a key piece in the Global Media AIDS initiative (GMAI), launched United Nations Secretary General - Kofi Anan in 2004 which aims to mobile the worlds media in the fight against AIDS. It is already being recognized as breakthrough TVC - one is a series that will be seen on all the MTV channels globally to a potential audience of 1.4 billion people, as well as on MTV's Web and Mobile platforms, through the 'Staying Alive' campaign.

We wanted to find a new angle, what we in Lowe call a 'High Value Idea'. We studied the priority of messages for the Asian region as provided by UN and we were faced with the shocking revelation that people most vulnerable to getting affected are housewives. For us, the creative brief was clear. We wanted to work on the single most important issue for the region - saving the housewives and innocent partners.

What ultimately stimulated our creative team was the insight that that those most at risk

are those who are in denial and do not realize that they endanger the lives of their legitimate partners and wives.

My partner and ECD Lowe Bangkok - Supon (Addy) has this to add:"We have seen messages about protection against AIDS for over two decades, and in that period the disease has actually multiplied. It was not that the messages were wrong, they had simply grown ineffective and seemed like propaganda. We needed to get more provocative and in-your-face to get to the heart of the problem" "The TVC itself offers an unusual but timely take on the whole subject of Protection with condoms. We do not dwell on moralizing or propaganda, instead we've tried to hit home in a provocative yet creative way...however irresponsible and promiscuous husbands maybe, they just have no right to take away the lives of their innocent wives and partners in the process.

That is essence of our spot" Our CEO Tony Prehn is naturally feeling

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

great about this effort and having seen the collaboration between us planners and the creatives, wishes to add these comments "We spend all our time and effort on helping solve business problems for our clients. It is heartening to see that the same passion and principles can be applied to social awareness causes. What pleases me most is that we in Lowe create 'High-Value Ideas' by remaining 'Problem-Biased' and the AIDS TVC is certainlyan great example ofthat.

It strikes at the heart of the problem in Asia" The team that collaborated on this are my Planning colleague Sora (Golf), Deputy CD Ford Sawasdee (Ford), Creative team - Wesley Hsu, Vancelee Teng, Panusard and Thotsporn, Producer - Anuch and Account Management - Suchaya (Wee).

Pro-bono work is never possible without generous assistance from production partners and I would like to acknowledge the contribution from Goodboy'z House Co., Oriental Post Co., Cine Digital Sound Co, and R Here Co.

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LOWE'S

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his year at Cannes 2006, when MTV and UN announced the 'Cannes Lion Agencies Initiative on HIV/AIDS and invited 6 selectAd-Agencies to contribute TVCs to combat HIV/AIDS, Lowe Worldwide was one of them. Lowe in turned picked its S.E. Asian hub Lowe Bangkok to contribute.

As it turned out, Lowe Bangkok became the sole Asian partner in this venture, and the final selection of commercials went on air globally on MTV on Dec 1, marking the World Aids Day.'

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

A TEAM OF SOLDIERS ARE SENT ON SECRET MISSIONS TO PROTECT OTHERS, WHILE THEIR WIVES STRIVE TO PROTECT THEIR SECRETS.

CATCH IT EVERY MONDAY, 8.30PM

ERAGEr« HOT PRESS:

Well, first of all, having seen the list of speakers, I felt like something of a fraud!

It's a long time since I was the enfant terrible' of Asian advertising.. in fact I don't think I was ever an enfant; terrible, yes. However, much as I believe that'irreverence', as billed, is a very important facet of the rude intrusion of advertising, the one thing I've learned is that a partnership between the client and the creator . (small c, note!) is the most essential element. And you can sum that up in jMj one word: Trust. , jjl Overall, one can say Asian advertising is now one of the most potent catalysts for the worldwide industry. If I maybe a tad specific, Indian print work, and Thai TV both tend to be really exciting. One might also observe a certain inertia in the Singapore scene.. .but maybe that's in comparison with the creative explosion a decade or so ago.

HOW IMPORTANT IS IRREVERENCE TO THE CREATIVE I think people are deeply tired of hucksterism, and one way to open the hearts and minds of the over-bombarded consumer is to surprise him, and by the trick of self-deprecation, make yourself and your brand more human and accessible.

i|9H

HOW DO YOU DEFINE CREATIVITY? In advertising, it's sugar-coating the pill. All the skills and tricks of art-direction and copywriting will come to naught if the consumer is not cajoled into taking the damn medicine.

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ttafib iof 4 wohderful 2OOh wishes for ZY\ eveh better 2007!

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It is clear that many countries now see the creative industries as a key competitive advantage in the globalised economy.Ideas and imagination have become valuable assets and drivers of economic opportunities and growth.

Singapore cannot be any different. We must harness creativity and the power of innovation to forge ahead in a globalised economy.

The creative cluster helps improve our quality of life. To this end, we launched 10 TouchPoints, an initiative which encourages the general public to identify 10 everyday things to be redesigned with a more usercentric focus. It could be ideas to improve our bus shelters or our currency notes which we use everyday without paying much attention to it. The response to this initiative has been very encouraging. Within two weeks, we have already received over 70 nominations of what need to be redesigned. Such ideas could lead to better appreciation of good design and enhance our public service and lifestyle.

The creative cluster also offers space for diversity and originality. Recently, we launched Greenfield 2006, an event which showcases innovative artistic enterprises and creative homegrown products and concepts. The event profiled projects supported by the Creative Community Singapore (CCS) programme to encourage Singaporeans to unleash their creative potential. We have already supported 36 projects, 10 of which have been completed.

26,000 people have participated in these projects and 3,600 people have been trained in various aspectsof the creative industries ranging from popularising poetry to interactive digital media to bringing arts to the community and teaching crafts skills to raise earning capability of older citizens.Through such CCS projects, we are exciting and encouraging Singaporeans to take their ideas and inspirations beyond day­ dreams into the real world to touch the life of fellow citizens.

In many ways, the creative cluster, while drawing on our arts and cultural heritage, is also helping to shape our economic development and social progress. We are not just branding our creative industries and our media industries, but also adding an important new dimension to the Singapore brand. Our growing creative sector will reinforce the image of Singapore as a global city for the arts and a choice place to work, live and play.

Simple benchmarks to measure the success of creative industries are not adequate. My Ministry had earlier set the target to increase the

GDP contribution of the creative cluster from 3% to 6% in 2012. Economic contributions are important part of the story. However, economic contributions may not capture all the different contributions of sub-sectors and value chains. We recognise that the wider impact on individuals and community are also significant intangible markers to determine if Singapore has made progress in creativity, innovation and move on to become a society with stronger appreciation of the arts and aesthetics. Longterm success and sustainability of this sector

will depend on balancing creativity and commercial viability with cultural and social capital building.

We have to create unique content with an international appeal. To do this, we need creative talents.We have established specialised institutions, scholarships, training grants and provided collaborative opportunities with international world-class talents. For example, local companies collaborated with renowned Japanese designer Toshiyuki Kita to develop a collection ofworking prototypes for the Salone Internazionale del Mobile in Milan this year.

I was informed that the showcase was very well-received at the Salone and attracted much design media attention.

Together with the Singapore Workforce Development Agency (WDA), we are now developing the Creative Industries Workforce Skills Qualification (WSQ framework whichis a nationalskills framework to set standards and build competencies in the industry. A Creative Industries Manpower, Skills and Training Council (CI MSTC) has been convened to oversee this process.

To create a culture of creativity, we are supporting and initiating events or platforms to bring about exchange, discourse, deal flow, collaborations and partnership formation.

This conference, Beyond 2006, is therefore an excellent forumfor entrepreneurs to learn about trends, pick up ideas and exchange views in the Creative Industries.

I have

insights I can act on a vital strategic partner a competitive edge

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increased their investments to Singapore's economy and society? They do in this sector. Globally, the so in many ways. The strong growth helped creative industries are among to boost overall economic performance and the fastest growingeconomic create new opportunities for Singaporeans. sectors. The global market Latest figures for 2004 show that the cluster value of the Creative Cluster grew by 8%, contributing to total value added was estimated at more than of SGD 6.7billion, adding more than 1000 US$1 trillion in 2005. It jobs and accounting for a total employment currently contributes over size of 94,000 in 2004. Besides value add and 7% of the worlds GDP employment, this cluster has a wider reaching and is projected to grow impact across the economy.

The activities within the creative industries 10% annually. In the UK, TV3's Navonil Roy with his many fans the creative industries also result in positive spin-offs to other make a far more significant sectors such as tourism and retail. This strong at Temasek Polytechnic. Marks contribution to output than multiplier effect had also been acknowledged passion for sneakers, skateboards, hospitality or utilities and by the United Kingdom's Cox Review of clothes and low-riders led him deliver many times theoutput Creativity in Business and the Creative to carve out a niche market due to agriculture, fisheries Economy Programme. Here in Singapore, in the local sub-pop culture, or forestry sectors. The three the performing arts have a higher output and designing cutting edge sneakers largest sub-sectors are design, employment multipliers as compared to many that are custom-made and onepublishing and television/ other economic sectors. The creative cluster of-a-kind. He sold his unique often acts as key marketing and promotional radio. products on the Internet. With Similarly, in Singapore, tools for other sectors such as manufacturing, the help of online outreach, his the value added of this sector financial services and education. They draw on fame grew. His innovative and had grown at 7% compared to creative and innovative capacity to differentiate creative idea of making specially 4% for the general economy products and services offered by other sectors. designed sneakers soon won For example, the creative industries will from 1995 to 2003.

Employment grew by him international recognition. He is now the have an important role to play in offering a 5.5% per annum compared to 2.3% for the most sought-after underground shoe designer/ unique experience to visitors in Singapore s whole economy during the same period.

The customiser in the sneaker collectors' world. His future integrated resorts in Marina Bay and creative sector was able to create more jobs in company, SBTG has recently designed aspecial this sector during a period when some other Sentosa island. In fact, the developers for range of low-riders for Nike that will be sold sectors actually suffered a fall in employment. these resorts are banking heavily on their in the Asia Pacific region. He has also forged design collaborations with Packer Shoes, New In 2003, we launched the Creative Industries creative components to enhance their business attractions and to ensure continued interest and Development Strategy.

Jersey (USA), Atmos and Chapter (Japan) and repeat visitors.

How do the creative industries contribute AdFunture (USA). He shows that creative ideas need not be rocket science to make an impact.

Creative design can transform something as mundane as a pair of sneakers into collector's item with a price to match.

How do we measure his contributions to the creative industries? The dollar value of his contribution is one dimension and the easier aspect to calculate. But I believe that Mark Ong's contribution goes beyond the dollar value. He has shown how even simple ideas can fetch much higher value when creative design is incorporated. He has shown many Singaporeans the infinite possibilities of design.

The creative industries are gaining worldwide recognition for its strategic and economic importance. The United Kingdom, Australia and South Korea and China are examples of countries that have recognised the value and potential of the creative industries.

They have launched concerted efforts to enhance their national competitiveness and have also ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

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World Creative Industries Summit draws the crowd with global stars! ne must appreciate what the Singapore government is doing to encourage Singapore to become a hub for creativity and design excellence....

This year s summit . ||r m Waterfront Hotel had practitioners across the sectors who witnessed interactive debates on best practices, trends and jlBM

technology, media and entertainment ; Beyond 2006 is jointly presented by Creative Industries Singapore, a division of the Ministry of Information, Communications and the Arts (MICA), which is spearheading m MM the development of the ||| Creative Industries in JS B Singapore, and Global j Brand Forum Pte Ltd, the ml architects and organizers m behind the Global Brand Forum- the world's first IBB jBg inspirational platform |H for brands, business and leadership.

Ham Singh with Cory Ondrejka,

Second Life's First Avatar! lineup included some of the worlds foremost creative icons and business leaders like hospitality designer Adam Tihany; urban landscape guru Benjamin Wood; second life's first avatar Cory Ondrejka; modern style architect Duangrit Bunnag; high priestess of fashion Joanne Ooi;Lego head honchoJorgen Vig Knudstorp; lensman extraordinaire Mike Yamashita; irreverent advertising icon Neil French; pasha of design 8c style Sheik Majed A1 Sabah; media and entertainment maverick Tyler Brule and Mahesh Bhatt, film maker extraordinaire.

The two-day conference coupled plenary keynote addresses with discussion panels and breakout sessions combining broad-levelissues with specialist topics. Content was structured and designed across key creative industry pillars including architecture, film, fashion, product/ industrial design, communication design,

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Beyond 2006 is a key event reflecting our ministry's vision to develop Singapore as a key creative hub in Asia.It is one of the many events under Creative 2006 held during the month of November to evaluate and take stock of our strategy in developing the creative industries.

I thought it would be appropriate to begin with the story of a creative Singaporean who is an inspiration to all.This is the story of Mark Ong, a young man, who started SBTG in 1997while he was still a visual communications student

Making even

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At Bloomingdale Worldwide, we work with whatever we're given, and view seemingly impossible situations and lost causes as challenges. Our commitment to creative solutions has already resulted in the blossoming of work and new accounts. So if you want to take a fresh, new approach to communication, give this bloomin' agency a call.

bloomingdaleworldwide partners

South East Asia, Asia-Pacific, Europe, Latin America, North America and Africa

Bloomingdaie Advertising Sdn. Bhd. (154611-A) No. 64, Jin Kg. Attap, 50460 Kuala Lumpur, Malaysia. tel: 03-2274 5693/2274 8826 i fax: 03-2274 8727 email: malkeet@bioomingdaie.com.my www.bloomingdale.com.my

CLIENT

Dove Campaign for Real Beauty.

And of course, we are more than interested to experiment and build capabilities in these areas within the organization.We cannot miss out the opportunities to reach our consumers anywhere and anytime of the day with this convergence.

SPEAK

The best performance

lrom Ginseng and Soy i 'rotein yet. The; and redefined the shampoo genre. " Hair Weekh

TELL US ABOUT A CAMPAIGN YOU ARE PROUD OF FOR ONE OF YOUR BRANDS...

If I may I would like to share two examples. One is an international campaign and the other is local.

Both campaigns have an elements brand social responsibility and they also have novel executions.

Dove Campaign for Real Beauty or in short Dove CFRB was launched globally some 2 years ago. The brand Dove took on a social mission to debunk popular belief on beauty - The glitzy beauty that is pushed by popular media. Through this work we found out that many young ladies' are unable to face the demands of glitzy beauty' as they are born without it. Dove CFRB is directed at these young ladies; everyone can be beautiful irrespective of size, shape and

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color. Dove has even set up a fund called 'Dove Self Esteem Fund' to help young ladies with eating disorders and conduct workshops to help them overcome their problems.

The launch of this campaign caught the attention of CNBC Asia, which did a full coverage, and a local Singapore TV that produced a segment on popular beliefs on beauty. At the same time we launched Dove Firm Friends Campaign together with the launch of our Dove Firming Shower Gel Nominate your friends to be on our DoveTV Commercial. And you really feel good, when you see young ladies of different sizes, shapes and color who came forward wanting to speak for the brand.

And the campaign continues till today

B ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

and the most recent is the launch of our latest tv commercial on the net using YouTube by our colleagues in the centre. Dove evolution film caught the You Tubers and in no time at all it was circulated across the world. I hope you have received the film on your email as well. Watch the film and you will know why.

The second campaign is really Sunsilk Illyana Dreams and this is a very local idea. The idea first came from our production friends in Red Com and our Media Partner MindShare who have an idea to bring young teenager angst and dilemma onto the tv screen. And at the same time providing them guidance on solving them based on the right values. We believe this is very much in line with Sunsilk's brand values and this is what brand social responsibility is. We produced filmlets of 7 minutes an episode. We commissioned the production of 65 episodes and worked with various media to bring to bring to life this program with viewers' participation and newspapers covering the story just in case viewers did not manage the catch the program on air.

And this year, we took the show to the shopping floors with our recruitment for new talents , to appear on the show. It is heart-warming because it is a new way of getting the brand message and values across and above all Sunsilk plays a role in society by bringing the right values to young teenagers.

SO ONUNE MARKETING. IS HOT FOR YOU? On-line is going to be the main medium. As I have mentioned earlier, it is one area that will grow exponentially when the digital availability becomes cheaper. It is also an area that many of us do not have any idea yet as to how it would shape, but it is definitely something which we cannot afford to miss out.

I am all in for this.

Reaching your market 4 Newspapers

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CLIENT

are two areas of immediate interest to us and that is the radio and digital fronts. Both media allows us to create very localized and specialized communities and both at the same time allow massive interactivity.

DO YOUTHINK THE INDUS1RY IS CHANGING AT THE PACE IT SHOULD WHEN IT COMES TO NEW MEDIA AND DISTRIBUTION TECHNOLOGIES? Let me answer this question based on personal experience. In the advertising content area - the focus is still a 30-secs tv commercial or 30-secs radio ads or junior page print ads.

For example, with the increasing availability of mobile phones, one can get instant interactivity with the radio station with branded content

SPEAK

BIDS. WHATS YOUR TAKE ONTHIS? When I read this some time ago, I had wanted to write to the President of 4As on my views.

I know there are abuses on creative bids at this moment in the industry. I do not deny that. At the same time I also know the pitch fee which is only a small percentage of the actual work done for the pitch. But I do not think putting in pitch fee that is instituted by the association is right or is the solution. We should allow the advertising agencies to state their own pitch fees', if needed. If someone would like to do the work without any fees, it is because they are more able either in having free time or excess money. And this is good, as it challenges the 'inefficiencies' in the

chooses to compete locally,then it will definitely have characteristics and values that reflect the local needs. However, if the brand chooses to compete globally e.g. in the case of Royal Selangor, it has no choice but to fulfill the international needs. Hence, the use of Munro and internationalsocial causes like breast cancer to bring the brand to an international arena.

What constitutes a Malaysian brand - the brand belongs to the people.

YOU SPOKE ABOUT DIGITAL CONVERGENCE AND MULTIPLE CHANNEL PLATFORMS THAT CONSUMERS PLUG INTO THESE DAYS. HOW MUCH OFTHIS ISTRANSLATING ITSELF WTOTHE MARKETING AND ADVERTTSING PROGRAMMES

The media buyers and sellers are swifter in transforming themselves to reap these changes. Media buyer works directly with media owners to come up with either content or even advertising contents - to 'dis-intermediarize' the advertising agencies and similarly in the digital front. However, the creative industry still has not changed itself to capitalize on this.

The media buyers and sellers are swifter in transforming themselves to reap these changes. Media buyer works directlywith media owners to come up with either content or even advertising content- to 'dis-intermediarize' the advertising agencies. Another more specific example is 'Sure Heboh', whereby the media owner organized ground activities as a new medium to reach the shoppers - a case of new media development and also a case of 'disintermediarization.

ACCREDITED MALAYSIAN AD AGENCIES HAVE INSTITUTED A 'PITCH-FEE' ARRANGEMENT WHEN FT COMES TO SPECULATIVE CREATIVE

industry. We should encourage an open market mentality; this will take away 'fats' and results in excellence and efficiency in the industry.

Consider the alternative; the advertisers take creative development to another country that is more efficient. Just my thoughts....

IN YOUR OPINION WHAT CONSTITUTES A MALAYSIAN BRAND. SHOULD ITBE SOMETHING THAT'S PRODUCED AND MARKETED BY MALAYSIAN COMPANIES? A brand belongs to the consumers or the users. The company is but just a custodian of it. Similarly, the country is just but the origin of it It is then a choice to compete only on local grounds, regional or international grounds.

This leads to my second point. If the brand

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

I

HI THE MARKETPLACE FOR YOU? The functional lines that define our key medium are disappearing - the PC, TV, telephone, etc.

Today, PC stream video,TV's ability to provide high speed access to the Web and wireless telephones conducting on-line transactions will change the way we manage both the advertising content and also the distribution of it. On top of that Internet content and services are beginning to move off the PC and onto a plethora of devices. This is what we should expect into the future.

Where are we at this juncture? We have yet to feel the full digital convergence in Malaysia.

But what we are doing is to link digital media with traditional media, in ways that fit our brands. This can be seen with Sunsilk Ulyana Dreams, Rexona No Sweat Challenge and

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Malaysia's most hip-notic frequency hotfm.com.my 2nd Floor, South Wing, Sri Pentas. Persiaran Bandar Utama. 47800 Petaling Jaya. Selangor Darul Ehsan. Malaysia Tel: 03 7710 5022

Face to Face with Unilever's Head Honcho YOU ARE ONE OFHIE LARGEST ADVERTISERS IN MALAYSIA. WHEN IT COMES TO YOUR BRANDBUILDING STRATEGIES AND ADVERTISING INVESTMENT, HAVE YOU BEEN DOING THE SAME THINGS YOU DID 5 YEARS AGO? Are you serious about this question? If we do what we did 5 years ago -1 probably would not be around to answer your questions!

I have dramatized this to prove a point - with technology, things are changing faster - similarly in the area of brand building and brand investment. Not only has the media scene changed, more importantly the viewers, the users, the shoppers and the consumers have also changed.

Media owners are consolidating, while media consumption and media types are fragmenting. At the same time consumers/ viewers are getting smarter - not only are they more savvy with branded messages, they too have the choice to select what they want and at the same time respond immediatelyto what they think and feel towards the branded messages.

The consolidation of media does force us to consider other media and other ways of reaching

our consumers with branded messages. One example is that we work with media owners/ film producers to co-create branded content for tv viewers, e.g. Sunsilk Illyana Dreams.

With the consumers getting more savvy with branded messages - we have embarked on many programs to understand their communication consumption behavior and affinity from at home, to out of home and at the shopping premise. We realized home media consumption affinity is declining. For example, one would rather pay for a 'teh tank' and enjoy a World Cup live telecast on a 72-inch plasma tv at the mamak with like minded people and enjoy the atmosphere and ambience. This was not available 5 years ago. For this we used our 'Breeze Ronaldhino Splat Ball'campaign to fit the viewing atmosphere.

Apart from that, we have used in-store media extensively and this is in-line with the development of hypermarkets, whereby communication message consumption of our consumers is different from that of our neighborhood 'Kedai Runcit'. Firstly, the pack should shout out loud in Hypermarkets.

1 ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

Secondly, the usage of in-store media must break the shoppers' span of vision and sub­ consciousness like the way a 'traffic light'would function for drivers as most shoppers in these huge hypermarkets are in the mode of auto drive as they shop. We have increased considerably our spending in this area in the last few years.

Of course, there is the development of digital media. We have experimented with branded micro-sites,putting our tvcommercials on the internet only or running contests from there. It has always been used as a supplementary medium with the exception of a few campaigns.

Recendy, we placed our Dove 'Self Esteem Fund' campaign in the internet at You Tube as a global effort; in no time at all it was distributed world-wide by the consumers themselves.

Every element from how the message is made, to the delivery, to the receiver, the environment it is received and the impact on the users or viewers have changed. The most dramatic impact comes from the development in the digital front and the convergence of it.

I hope I have given a glimpse into what we are doing to be ahead of the changes but there

ANOTHER

MEDIA

INNOVATION

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Nseries

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Set new, We# new, fed new.

A ANMUM ESSENTIAL

The Challenge Anmum Essentials positioning had to be different in a category that is very aggressive with competitors ploughing huge budgets to gain market share. There was a need to showcase the core message and USP effectively and in a clever way

â&#x20AC;˘NOKIA N93 LAUNCH THE NEXT STORY IN VIDEO

Background The "unconventionally abstract"60secTVC featuring Gary Oldman expressing his views about everyday life story and experiences, promoting Nokia NSeries new key message - SEE NEW.HEAR NEW.FEEL NEW.With N93 as the Hero product.

Client was worried that the TVC had a very subtle underlying message, which the average Malaysian would have difficulty to comprehend.The challenge was to come up with a solution that helped simplify the key message without losing the gist of the original TVC.

The Strategy Clearly there was a need to simplify the message and establish a stance to dominate the category. The understanding of racial priorities and nuances required different approaches to touch the mums. MediaCom collaborated with content partners to create specific TVCs and produced 14 versions of 2-minute infomercials with relevant branding stategies in place. Junction belts within TV3/NTV7-"Owning a belt"strategy provides stickiness and "larger than life"brand imagery.

The Strategy To ensure all communication were precise and targeted at the right audience while creating a conducive media environment the audience could relate to, through visual, audio and also expression. This direction prompted the sponsorship of a reality show on AXN - Worlds Apart. The program revolved around families of different nationalities, background and beliefs experiencing an alien lifestyle in a foreign land.

A 30sec vignette was developed, fusing the footages from the original TVC and also the program to bring out the SEE NEW. HEAR NEW. FEEL NEW effect in pictorial flow.

Result The Essential difference was effectively delivered. Awareness and sales rose as a result of this campaign. Competition began to emulate MediaComs strategic solutions.

Result A creative fusion using an existing media platform via program association in a conducive environment. Achieved High ROI and also top-of-mind exposure through the sponsorship. High visibility for TVC and promos created a multiplier effect.

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

ANOTHER

MEDIA

INNOVATION

Real World Architecture Changing the paradigm - going beyond awareness!

J

ust when we thought we'd heard it all, MediaCom sprung a surprise on ADOI with their new mantra called Real World Architecture (RWA).Apart from its 'big-sounding'name, RWA apparently has managed to put a new spin in an age where consumers are relishing control over media consumption.

RWA is designed to orchestrate media strategies that go beyond the awareness' denominator. Debunking the myth that ads need just to be seen to work, RWA is based on the premise that the success of a business or brand is the final and only real measurement of communication success. So it's all about the business... The way it should be....

RWA boasts in prioritising their client's core business - not media - issues at the forefront of their communication planning and provides access tools that surpass awareness-only planning models.

Anmum Essential

ADOI shamelessly showcases two examples of this behaviour, done by MediaCom for its clients'brands.

LATEST!

ICI Paints appoints MediaCom to handle its US$40 million. Asia Pacific media planning and buying business after nine months pitch process.The move to Group Ms fold is driven by ZenithOptimedias ongoing link with major competitor Nippon paint in many countries across the region, presenting an obvious conflict. In Malaysia, OMD loses the business to MediaCom.

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ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

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GOURMET

FESTIVAL

A Jeffrey Perera, Country Manager of Visa (Asia Pacific) Ltd, Title Sponsor of the Festival; Steve Day, Organising Chairman of the MIGF; YAM Tunku Naquiyuddin Ibni Tuanku Ja'afar, Tunku Laksama Negeri Sembilan, Royal Patron of the Festival; Dr. Victor Wee, Secretary General Minister of Tourism and Datuk Hj Ruslin Bin Hj Hasan - Mayor of KL take the stage as the MIGF chefs play to the crowds' delight

Beer; and Festival partners Tourism Malaysia and Eurocopter Malaysia.

An intensive media and awareness campaign saw Festival Media Partners, Astro, and Vision Four running exciting television commercials produced by local video design company, MFX; Light & Easy running a series of radio advertisements and contests;The Star producing special Festival supplements; and Outdoor experts, Seni Jaya Sdn Bhd, with the assistance of Festival imaging partners Fuji Film creating awareness through billboards.

Le Prestige and city lifestyle magazine,Vision KL, publicizing the Festival.

The new MIGF built on the five year success story of the previous Kuala Lumpur International Gourmet Festival and follows the same format. Participating restaurants put aside their competitive instincts and worked together to increase the pool of fine diners for mutual benefit.

According to Organising Chairman, Dato' Steve Day, the emphasis is on collective

â&#x20AC;˘ L-R) Datin Seri Maneesah and YM Tunku Dato' Seri IskandarTunku Abdullah

marketing and promoting the all year round qualities of the country's best restaurants and resident chefs.

"We've always taken a long term view," says Dato' Steve Day.'There's little point in just flying overseas based chef's in for a one off food promotion. We have some of the best chefs in the world living right here in Malaysia and we want the world to know about this."

Since the KL event started in 2001, the festival has done a lot to stimulate the local dining scene.

"Over the years, we have helped create a situation where gourmet restaurants not only

Q ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

survive, but thrive.A few years back you would have been struggling to find ten fine dining restaurants that were doing well," Dato' Steve Day confides. " Now the restaurant business is booming. This year we have a record 25 restaurants in the Festival and alot more already slated in for Visit Malaysia Year 2007."

Opening the Festival to include restaurants from outside KL has been viewed as a positive and timely development.

"The organisers could not have chosen a better time to announce the widening of the Festival from Kuala Lumpur to the rest of Malaysia with Visit Malaysia Year 2007 fast approaching," says Datuk Dr. Victor Wee. "By going nationwide, the new Malaysia International Gourmet Festival dovetails beautifully with our overseas VMY 2007 promotions, especially with food tourism becoming a major revenue earner for the country."

There were numerous special events taking place during the Festival ranging from gourmet safaris to special dinners and cooking classes served up byvisiting Michelin chefs. Visa, the Official Card of the Malaysia International Gourmet Festival created special discounts and incentives for card holders while the Official Car of MIGF, the iconic MercedesBenz offered special deals for Mercedes-Benz Privilege Card Holders.

Among those restaurants bringing in visiting Michelin rated chefs for the Festival were The Olive and Imperial Rama at Genting Highlands as well as Eest and Prego at the Westin Kuala Lumpur.

The Westin and Shangri-La KL offered diners a chance to experience special gourmet safaris.The Westin with their 7-Course Dinner Safari and the Shangri-La with their Running Table Gourmet Tour.

Outside KL, Capers, at the Renaissance Hotel Melaka, gave visitors its exciting "Escape! Package - Gallivanting on Pedals".

This included a night's deluxe accommodation, their special Festival menu and return trishaw ride to and from Jonker Street, the most historic street in Melaka.

As Datuk Dr. Victor Wee aptly said: "If the creme de la creme are doing well, then the effects will naturally filter down to encompass the rest of the industry especially when the whole countrygets branded as an international food destination".

Audit Bureau of Circulatio - July 200

Chef Jochen of Chalet teaches the band to play

""Sky's The Limit For Gourmet Festival The sky is literally the limit, as far as the organisers of the inaugural Malaysia International Gourmet Festival (MIGF) are concerned!

isitors to Dataran Merdeka were treated to a surprise when three helicopters, courtesy of Festival Partner, Eurocopter Malaysia, landed in Dataran Merdeka bringing in the Master Chefs of the Festival to the media conference at the Royal Selangor Club.

Arriving in style with the Master chefs, the helicopter passengers included Guest of Honour, YBhg Datuk Dr Victor Wee, the Secretary General of the Ministry ofTourism, the Festival Organising Chairman,YBhg Dato'

Steve Day and Mr. Jeffrey Perera, the Country Manager of Visa International (Asia Pacific) Ltd, the Festival s title sponsor.

Upon landing, they were joined on the ground by the Royal Patron of the Malaysia International Gourmet Festival, the Regent of Negeri Sembilan, HRH Tuanku Naquiyuddin ibni Tuanku Jaafar, and the Mayor of Kuala Lumpur, YBhg Datuk Hj. Ruslin bin Hj. Hasan. A small ceremony followed where the Preview Guide, detailing all the Festival happenings and special offers for diners was officially launched.

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

MIGF was held over 28 days from 2 to 29 November. During this period leading restaurants in the 25 Festival restaurants were serving up special menus at extra special Festival prices. In addition there were a host of special Festival events and numerous offers for diners including special deals for Visa cardholders and holders of the Mercedes Benz Prestige Card.

Visa International, the Official Card and Festival Title Sponsor were joined by Co-sponsor, the Vision Four Media Group; Mercedes Benz, the Official Car; Fujifilm, the Official Imaging Partner; Carlsberg, the Official

LOOKING

FORWARD

Outlook 2007 M

alaysia has a lot of opportunities for great Brand and communication works. There are many ways to create "the Brand" which reaps in sales figures over short and long terms. However, there are 2 important interlinked factors which are not given enough priority in our daily office hours (though we might say it or in our "to-do" list, but not acting enough on it).This applies to both the Clients and the Agencies.

•An internal organisational Brand mindset Utopia.

•The senses of a daredevil to challenge the norm.

Building "the Brand" is not the job of advertising campaigns or marketing communications alone.

Communication and ad executives should see beyond their duty call of just creating impactful advertising campaigns. Think as a marketer instead, and not as an ad p JI iJJ exec. A great ad campaign can only tjUliQiliM I garner so much result if the overall , » .

Brand experience is not being matched HOi Xil6 JOD I by customers expectation vis-a-vis t your Brand values. It is marketers' 03(110319118 and Agencies role to add value within » ^ the organisation as much as creating PfHTHTII I PI IP great ad campaigns. Bring your Brand v/v/l 1 11 I IM \J alive within the organisation. Share your Brand values and story across all departments - upwards, downwards and sideways, and don t forget your business partners too. Share it over and over again until it is buried deep within the organisational core beliefs. And help your CEO to crystallise the Brand you're working on. Surprisingly not too many communication and ad executives think "inward in Malaysia.

It's not enough to just churn out ad campaigns. What if your CEO does not believe in Brand building?Then your career and your CEOs company growth are limited.That's a fact. However, as a marketing practitioner, you can still do some "spin-doctoring" if you know where

to look. After all, this is one of the charters as a marketing professional and it is our obligation to our profession.

Secondly, do things differently. But not doing it for the sake of being different. Why be safe when everyone else is doing the same thing. Our Brands and ad campaigns will bear no ROI if we continue wasting our companies' OPEX by doing the same thing over and over again - all in the name of "let's take the safe route" or "my boss says so". Speak up and share your expertise to your team. You'll be surprise they might learn something new from you. Ad campaigns are not good enough if customers do not see your Brand positively stand-out and loved, even if they win all the best ad awards in the world and reaping in short term sales. We know there are many such case smdies in Malaysia. And unfortunately, this unacceptable marketing mistake is committed by both Clients and Agencies alike.

The customers are deciding on our products saleability. The shareholders are watching their investment on us. The analysts are p. . studying our performance. And it is

braria is IS Building "the3 Brand" not the job of advertising campaigns orrmarketing communications alone

68

our reSPOnsIh>ility

to drive and help

internalise an on-Brand mindset within ?1(1\/Pft Sna ^ corners of the organisation, especially in marketing divisions (sales,CS, CRM, m O rl/pfi n n product management and development, lliair\OUHy segment marketing, etc) AND HnnC QlnriD externalise a clear, consistent, constant LIUI lO dlUI It? Brand practice; and unforgettable communication works that undeniably touches the customers' hearts and minds.

These will ensure your company's single most valuable asset continues to help in delivering better positive financial results.

Time for self-reflection and see how we, as marketing practitioners can do more than just churning our ad campaigns, but to look at ourselves and ask - When (not how) will we start developing iconic Brands and give priority in driving our Brand monetary worth upwards?

These are our professional obligations.Think as a marketer, not as a communication and ad executive. And we might just see new profitable brand stars in 07 and beyond, that are loved!

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of their daily lives. The Internet is a way of life for these Zeitgeists as they understand, appreciate and can harness the various benefits of the Internet.

According to Moy, "In Malaysia, the 'Embracers' segment did not surface. The 'Explorers' segment is the dominant segment in Malaysia. Interestingly and just forMalaysia and Singapore, another dominant segment surfaced - the 'Cautious' segment.These users understand the essentiality of the Internet but seemed weary and guarded about it, despite using it for work, study and play."

Dennis Susay, Head of Marketing for Yahoo! Southeast Asia says, "The Yahoo!

Webnographics study is significant because it covers a region of nearly 46 million online users, which is nearly 70% of the overall Southeast Asia online users. In Malaysia, there are some 15 million unique users online every month, according to IDC data. The study is the first-of-its-kind research that sheds key insights on online users, which drives their online media consumption and usage."

As to the usefulness of the study, Susay explains, "As brands seek to better engage with their target consumers, Yahoo!

Webnographics' key insights are important.

Very importantly, there is no such thing as an average' internet user in Malaysia. For example, (in Malaysia) the 'Socials', who are 'friends and family' driven, value relationships and networking - they are likely to be better inspired by messages with strong undertones of 'community' and 'keeping in touch' and even developing new relationships. In contrast,

the segment of 'Utilitarians' have a strong inclination towards 'purpose' and 'getting things done'. As such, tailoring productivity and efficiency' type creatives tend to hit the soft-spot for this segment."

He adds, "Providing the right online context adds relevance to each user segment, so choosing the right online channels or properties to communicate your messages is essential. Thanks to campaign performance tracking tools, marketers can now test multiple creatives with different messages and see which one works best for their target audience."

"As the internet is the fastest growing medium, marketers, planners, researchers and creatives want to understand who is online, perceptions and attitudes, and how this drives online usage, content and consumption.

The pervasiveness of the internet, its highly interactive and engaging nature allows users to find, use, share and expand."

Susay added, "Online media reach and consumption is high.

According to IDC 2006, there 70 million unique users are online monthly, across Southeast Asia and they are highly engaged. According to Comscore November 2006 panel data for Malaysia, an average internet user here is online for 84 minutes per day, or nearly 10 hours per week. In terms of reach, Synovate PAX data estimates that Yahoo! is the leading international media with a reach of nearly 45%. With such engagement and reach, the online media is no longer niche and it is important we understand the key online user segments."

"As the internet is the fastest growing medium, marketers, planners, researchers and creatives want to understand who is online, perceptions and attitudes, and how this drives online usage, content and consumption.

The pervasiveness of the internet, its highly interactive and engaging nature allows users to find, use, share and expand."

ONLINE

WORLD INTERPUBUCIS? Ad Age reports that the Publicis Groupe is expected to conduct preliminaryinternal discussions about whether to attempt an acquisition of Interpublic Group of Cos., a move that would combine two of the ad industry's largest players and create a $12 billion leviathan with a client list topped by the worlds two largest automakers and two of the worlds largest package-goods players.

GOOGLE ENTERS PRINT,YAHOO FOLLOWS Google launches its Print Ads system, letting more than 100 advertisers bid for ad space in more than 50 daily newspapers over a three-month trial. And unlike earlier experiments in which Google bought magazine ad space and re-sold it, sellers and buyers will interact directly through Google's system, meaning publishers can accept or reject bids at their discretion.

Yahoo countered by entering strategic partnerships - starting with collaboration on job classifieds, but set to expand into Yahoo help with newspapers' maps and search presences - for 176 newspapers' online divisions.

Newspapers will reap most of the incremental fees that local employers will pay to have their"help wanted" ads also posted on Yahoo! Hotjobs.

GROUP M 2007 GLOBAL FORECAST. The report says China has outstripped the US as the biggest contributor to growth and that marketing services like direct marketing PR, market research and sponsorship aregrowing faster than mainstream at +6.2% (2006). Global print spending is set to drop dramatically with newspapers forecast to grow just +5% in 2006 after experiencing +14%growth in 2005, while magazines are expected to only grow +4% for 2006 compared to +15% last year. Internet ad spending was a stellar performer experiencing +22% growth in 2005 and a forecasted +27% in 2006.TV shows a healthy growth pattern with spend rising +38% in 2005 and +49% for 2006.

WAL-MART REPfTCH Ad ASge reports that Wal-Mart has fired Interpublic Group of Cos.' DraftFCB just days after dismissing Julie Roehm, senior VP-marketing communications, who was a key decisionmaker in that review. Executives close to the company said Ms. Roehm's dismissal stemmed in part from violations of Wal-Mart policy during the review, including her participation at a swanky dinner thrown by DraftFCB at Manhattan's Nobu 57. Ms. Roehm has denied receiving any gifts or gratuities.

CTT1GR0UP IN US$400 NAMING DEAL Citigroup is banking that its $400 million-plus namingrights deal for the new New York Mets stadium will make a good impression well beyond the Big Apple.

STUDY

4 Dominant Online Users

Identified In Malaysia Yahoo! Webnographics, Regions First Online User Segmentation Study Segments 46 Million Internet Users

F

our dominant online user segments exist, according to 'Yahoo!

Webnographics', the region's first ever online user insights and segmentation study. Conducted in Malaysia, Philippines, Singapore and Vietnam, in the latter half of 2006, the study was commissioned by Yahoo!

Southeast Asia and undertaken

by Consumer Probe Research.

According to Roger Moy, Insights & Research Manager, Yahoo! Southeast Asia, the four online user segments across Southeast Asia are: • Explorers: They perceive the Internet as a fun avenue to explore and seek out new knowledge. The self-discovery' or 'revelation' aspects of the medium are most motivating for this tribe.

• Socials: These users use the Internet as a primary means to keep in touch, build and expand social networks and communities. It is a common tribe across the four markets and demonstrates the rise of the Internet as a social medium.

• Utilitarians: They are the regular functional users who perceive the Internet as a daily work or study tool.The Internet helps them get things done.

• Embracers: For these web enthusiasts, the Internet is a critical and almost central part continued •

J ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

SAMSON iTE There's only one way to open a Samsonife.

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iaa PEOPLE MOVES GERALDINEBEH QUITS DraftFCB Malaysia MD Geraldine Beh departs the agenQyvafter 10 years at the Interpublic Group agency. .She is still "weighing up her options" as to her future plans. DraftFCB will be aligned more closely with sister agency Interface and Interface MD T. Renganathan will take charge of the merged entity.

SEONG JOINS LOWE Ng Heok Seong joins Lowe Malaysia as Executive Creative Director on January 8,2007. He spent 17 out of his 25 years of advertising life at DDB Malaysia. He rose through the ranks to become Associate Creative Director at Naga DDB. He was then seconded to DDB International as Creative Director.

GETTY GETS APPLE Apple Lim has been appointed Sales Manager, Southeast Asia for Getty Images. She will be responsible for managing the sales team based in Singapore who are responsible for Getty Images sales and business development.

MEYER TURNS GREY Ed Meyer, the advertising veteran who ruled r Grey for 36 years, retires ending a career with the group that stretches 50 years, Grey C jlobal Group has appointed ames Heekin to position ox chairman and CEO effective 1,2007.

MINDSHARE'S MANPREET LEAVES Singapore Mindshare CEO Manpreet Singh is leaving the media planning and buying agency, saying he might either stayon in Singapore or move to China. Manpreet, who has been with Mindshare since its began 16 years ago, says, "I havegot some things going on, it could be a media company, but I have other options as well."Jeffrey Seah, Starcoms regional director for diversified services replaces Manpreet at Mindshare.

CNBC PICKS SEIFFERT CNBC has appointed Alan Seiffert to their Asia Pacific team, as the Senior Vice President, Business Development and Partnerships.

Seiffert will be reporting toJeremy Pink, President and Managing Director of CNBC Asia Pacific.

Seiffert, who will be based in Singapore, will be spearheading the networks business development and partnership unit in this region.

2 ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

IEFS

BOOK

LAUNCH

Dean Johns Ad Nauseam: Confusions of an Advertising Man

By THE HAMMER

WEBER SHANDWICK ASIA-PAC NETWORK OFTHE YEAR Weber Shandwick wins Regional Network of the Year and Campaign of the Year at the Asia Pacific Public Relations Awards in Hong Kong.

SINGAPORE 4As PAY THE PRICE MediaCorp, the Association of Accredited AdvertisingAgents Singapore (4As) andTNS have ended its year-longdispute saga over TV ratings fees - agencies will now pay a variable fee for TNS'TV ratings.

MADISON GOES PENADA Madison Communications,India's homegrown Communication group has taken a 24.5% stake in Penada, a Bangkok based Event-Management and Allied Services Company for an undisclosed sum of money. Along with Madison, an associate company of Selvel Vantage Group, has also picked up a 24.5% stake in Penada.

PROXIMITY GET VISA FOR OLYMPICS Visa awards its regional Olympics activation project, valued at US$8 million, to Proximity,after a pitch involving141,Tequila and RMG Connect.

MEDIACOMPETE WINS ICI REGIONAL MediaCom to handle ICI's US$40 million (S$61 million) Asia Pacific media planning and buying business after a nine month pitch process. OMD loses the business to MediaCom in Malaysia. Regional incumbent Zenith Optimedia has been progressively phasing out of the business and takingon competitor Nippon Paint.

BBH WINS US$10m TIGER BBH wins Tiger Beers Singapore creative account, worth an estimated US$10 million, ousting David Communications and incumbent BBDO in the process.

BBDO WINS MERCEDES BBDO gets globalMercedes-Benz account, replacing Southeast Asia incumbent Batey. BBDO pitched against Greyin the final shootout, held at Mercedes-Benz headquarters in Stuttgart.

Jung von Matt will become the lead agency for the car maker in Germany, Austria and Switzerland while Mercedes-Benz in the U.S., UK, France, Italy, Spain and Japan markets will continue to work with its agency partners.

MORE 3G Mobile 3G subscriptions in Asia Pacific are expected to grow strongly with a forecasted growth rate of 50%, reaching 178 million subscribers by end-2011, according to a Frost 6c Sullivan study which also revealed the 3G subscriber base covering 12 major Asia-Pacific countries excluding Japan totalled 15.6 million in 2005, representing only 2.3% of total mobile subscribers. ffl

W

hen ADOI's former journalism, including a weekly column for Regional Editor decided to the popular online political newspaper www. , pen a book of his own, I was malaysiakini.com. He is described on the the first to prod him on. One famous website as: an Australian ad-industry year later, Dean hascompiled nomad who has lived and worked as a gweilo more than 80 of his witty, wise and irreverent in Hong Kong, a gora in Delhi, a farang in columns written for ADOI since the magazine Bangkok, a bule in Jakarta, and is now what was founded backin 1997. Like the great best­ he calls asing around' as a communication seller to which its subtitle pays tribute, the late consultant, journalist and lecturer in KL where David Ogilvy s Confessions of an advertising he's currently based with his Malaysia born man, this book has all the hallmarks of an wife and daughter.

Dean tells me that the industry classic. name of his Malaysiakini Featuring forewords column, "Ad Lib", is also the by yours truly and Stephen working title for his soonBong, an elder statesman of Ad _Nauseam to-be completed next book, confusions of Malaysian advertising and an advertising a compilation of his writing now Principal Lecturer in on almost every topic under Advertising at Limkokwing the sun except marketing University College of and advertising.

Creative Technology, Dean Johns Ad Dean Johns Ad Nauseam: Nauseam: Confusions of an confusions of an advertising advertising man will shortly man has been designed and be available for RM39.90 produced by KL design and at selected bookstores, marketing communications advertising colleges and agency Eminent Creative online at Kinibooks. But under its imprint Eminent if you can't wait for it to go Publications. on general sale and we suggest you dont Eminent partners Sean Lee and May Loke toldthat they re very excited about this, delay too long, as copies of this first edition their first venture into book publishing. "In are limited and already disappearing fast! You the consulting he s done for Eminent, Dean can order or buy pre-release copies direct from Johns has been a creative inspiration to us the ADOI office at 22B, Jalan Tun Mohd Fuad and our staff, and were proud and delighted 1, Taman Tun Dr Ismail, 60000 KL, Malaysia, phone +603 7726 2588 (Ruby) or from Eminent to be publishing his columns in book form," Publications, 90-3B, Block G, Jalan PJU 1/3B, Sean said.

SunwayMas Commercial Centre, 47301 Petaling Author DeanJohns has worked for more Jaya, Selangor, Malaysia, phone +603 7880 4944, than 30 years as a copywriter and creative email hello@emds.net.my director for multinational advertising agencies in Australia,Malaysia, India, Hong Kongand Here are some comments from industry friends elsewhere in Asia, and in 2005 was regional about Dean's book: editor of ADOI Malaysia and Indonesia. He • "..full of advertising insights and humour.."

Austen Zecha,President ofTBWd-ISC/Malaysia is now an Asia-wide branding, marketing • "..fast sense of humour, insights and ideas.." and advertising consultant in association Greg PauRofR3 Remuneration + Relationships + with well-known art-based creative director Review Consultants Manfred Knuth and a young, rising-star • "..all the things they didn't teach you in copywriter equally literate in English, Bahasa advertising school" Malaysia and Chinese,Tee Chong Yee. Moon K Chan, Managing Director ofMFX Dean also writes a great deal of

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

DEAM JOHNS

ki^iDn FDLR

Introducing Our New Digital Service Some good news for Malaysian business travellers: Now we're even better company!

We've been keeping millions of you company for many years now. After all, we've been the country's leading hotel television service for the past two decades.

We've entertained you at all sorts of odd hours on those outstation sales trips and business visits. You've watched us before, after and in between your meetings.

You've tuned in on a quiet evening after a day of tough negotiations and in the wee hours of the morning after a night out on the town. We've even been there for you when you've relaxed in bed and watched during holidays and weekend breaks.

And guess what? With our new digital service we're even better company now!

Up to 6 crisp digital channels are now screening the latest Hollywood blockbusters and award winning documentaries in selected 4 and 5 Star hotels up and down the country.

You can also catch us in a lot more places.

Vision Four's coverage is at an all-time high with some 66,000 rooms and 230 hotels nationwide screening our programmes 24 hours-a day.

We look forward to keeping you company for many years to come.

Vision Four Media Group Daytime Sdn Bhd (74432-u) 28 Jalan Liku Bangsar 59100 Kuala Lumpur Tel+603 2282 8028 Fax+603 2282 3148 Email: sales@visionfour.com

NEW PRODUCTS

com/contributors and selecting the "work with

the website has enhanced features and is destination-driven to provide visitors with a selection of top destinations within Malaysia based on their holiday preference: Island Life, City Excitement, Adventure or Culture and Heritage. The website also provides visitors the opportunity to explore a wide range of activities available in Malaysia, including diving, cave exploration, spa, homestay and many more.

Additionally, the website now has a listing of year-round local events and

period of the prior year. The top performing

festivals that will ensure visitors have endless opportunities to enjoy naturebased adventures, enriching cultural experiences and fabulous shopping sprees. New to the website is also the multimedia section, which provides visitors with a multimedia expedience of Malaysia by allowing them to view all Tourism MalaysiaTV commercials as well as videos gf real stories from reaf travelers as they journey through Malaysia.

Within the site, a VMY 2007 Postcards from Malaysia contest has been launched to draw more people to browse theTourism Malaysia website.

The contest gives visitors from abroad a chance to win 2 free round trip tickets to Malaysia from anywhere around the world.

There will be at least eight winners for this contest which will end on 20 December 2006.

Aimed at providing a convenient avenue to promote Malaysia and a gateway for travelers all around the globe to discover why Malaysia is Truly Asia, the online contest, which has only been launched for one and a half weeks, has already garnered more than 20,000 entries from around the world.

Prime Minister Y.A.B Dato' Seri Abdullah bin |?i Haji All mad Badawi took | £*T" ^ j I ;•'• J some time off his busy . ' | ; 1 schedule recently to deliver jBp| 1 his invitation to the world lift il •• Jli at Seri Perdana, Putrajaya Igj^ Qj£t for the Visit Malaysia Year WKk Ht 'Snl? ;.*'" (VMY) 2007 television and I^L| print commercials. iW - ^9HH This is part of a larger mm undertaking by Tourism ^ Malaysia, and produced , J^JPPPPWBPW

by Integrated Strategic Communications (ISC), for VMY 2007 with the idea of positioning the Prime Minister as Malaysia's spokesperson, carrying his message and invitation to tourists around the world to join in the year-long celebration in conjunction with the nation's 50th year of independence. The commercials are due to be launched worldwide soon.

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

ÂŤ!â&#x20AC;˘

-

gettyimages

1800 806 123

gettyimages.com

IEFS MALAYSIA ofRM553.

31, up 9%;

as awsudeci its iBWI advertising account to WPP " Ogilvy& competitive offices of1 the accountwas — r—•,

With 10 million active users in Internet can no longer be considered a niche media, says Universal McCann managin Gaurav Bhasin. A recent research study <

by Universal McCann, based on a sample sizi 4,670 respondents, revealed that 40% of Malaysian Netizens (regular Internet users) spent more than three hours daily on the Net. TOBACCO CONTROL PACT? MalaysiaKini reports that Philip Morris has brands Marlboro, L&M, and A Mild as part of its strategies to build its business in Malaysia. The revelation is shocking because Malaysia has inked a very important World Health Organization Framework Convention on Tobacco Control (FCTC) document in September 2005.

CEREBOS APPOINTS LOWE Lowe 8cPartners Malaysia wins Cerebos to handle Brands Essence of Chicken and Brands Herbal Range, Brand s Essence of Chicken for Juniors, Brand's Bird's Nest Range and Brand's Health Supplement Range.

FORMULA ONE RACE BEGINS FOR ACCOUNT

The Sepang International Circuit account worth US1 million for 2007 is up for pitch involving incumbent Bates Asia Malaysia, M8cC Saatchi and Sil Ad.

VISIT

M ALAYSIA

YEAH

ISC SPEARHEADS VMY 2007 CAMPAIGN

I

ntegrated Strategic Communications (ISC), the Agency who coined the internationally renowned tagline 'Malaysia,Truly Asia, continues to bring together creative concepts to drive Tourism Malaysia's Visit Malaysia Year (VMY) 2007 campaign.

As part of a larger undertaking for VMY 2007, ISC has embarked on a drive to position Y.A.B Dato' Seri Abdullah bin Haji Ahmad Badawi as the Malaysian spokesperson for the VMY 2007 campaign.

In a series of television and print commercials which is due to be launched worldwide on 8 December 2006, the Prime Minister delivers his message and invitation to the world to visit Malaysia and join in the year-long celebration in conjunction with the nations 50th year of independence.

The recently launched Malaysia - One Golden Celebration VMY 2007 theme song and the VMY 2007 Postcards from Malaysia online contest were also the brainchild of the Agency aimed at creating awareness for, and bringing the world to,Malaysia in conjunction with its Golden Jubilee celebrations next year.

tourismmalaysia.gov.my.

The 3.5-minute song conveys the beautiful sounds of Malaysia and has a feel good factor as its lyrics paint the Malaysian cultural tapestry with a Dikir Barat chorus which expresses the richness of local culture.

The Malay and English versions are sung

by Juwita Suwito, a talented local singer and voice coach, while the Mandarin version by Chew Paul Way, a local singer and composer.

Tourism Malaysia's New Global Consumer Website and Postcards from Malaysia Online Contest ISC's interactive arm, TEQUILAMYALO\ who won the 2006 Pacific Asia Travel Association (PATA) Gold Award MALAYSIA - ONE GOLDEN CELEBRATION VMY for Tourism Malaysia's Europe website, has also re-launched Tourism Malaysia's global 2007 THEME SONG The theme song combines a fusion of consumer website,www.tourismmalaysia.gov. contemporary and traditional music with lyrics my, to focus on VMY 2007 and to provide written in English byISC s Deputy Executive visitors with even more information on the Creative Director,Ismail Paul Lingan,and co- many attractions in Malaysia as VMY 2007 written and composed by Kieran Kuek. The kicks into full gear.

The new and improved website, which song portrays the celebration of Malaysia's is home to the official VMY 2007 site, allows 50th anniversary of independence and its visitors to obtain a full listing of spectacular many fascinating attractions. events and happenings, catch up on the Available in three languages - Bahasa latest VMY-related news, and download the Melayu, English and Mandarin - the English recently launched theme song for VMY 2007: version is used in the VMY 2007 campaign Malaysia One Golden Celebration. worldwide. The song can be downloaded With VMY 2007 as a focal point, from the Tourism Malaysia website, www. continued •

I ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

MIBP is virtually 'noise-proof1

(Want to book a hotel room but do not have the necessary numbers? Fret not! Just send an SMS text to DAPAT/32728) • To connect with youngsters, MIBP takes marketing to wherever they are. (Finding it too noisy to make phone calls in a nightclub? Not allowed to talk in the cinema? Just use SMS. MIBP is virtually noise proof.)

MIBP - a highly versatile software

rrs SO EASY TO BE MIBP-SAWY Yes, it's veryeasy to become a Brand holder who enjoys all the business benefits of MIBP. Like Yahoo Mail or Google Mail, MIBP is virtually cost-free. You do not need to have the computer expertise of a techie. You do not need to make anypurchasesJust log on to http://mibp. dapat.com to activate your MIBP account.

The MIBP website functions as a hub that collects all incoming and outgoing SMS messages.Think about this:You can manage all your SMS communication programmes from this single site, anywhere, anytime. Be it from the comfort of your home, or while relaxing at a coffee house.

With just a little imagination, MIBP can become a very valuable customer loyalty tool.

Through MIBP,you can satisfy your customers' information needs 24/7. These are just a minuscule of MIBP's usages: • Automatic reply to requests for product leaflets, location maps, and other company WANT TO KNOW MORE? information Talk to us! Get into the text messaging mode • An avenue for hosting a variety of exciting now. contests (slogans, quizzes, 'Speed Master:Be the first to SMS", vote for your favourite contestant, Type. sign up for a futsal competition) DAPAT CALL ME (space) • SMS coupons, invitations to open house', Your name & company name product launches and other exciting events • Receiving comments on products and services Send to: via SMS DEFl ( • Booking hotel rooms and airline tickets • Reserve dining seats • Verify transactions (for credit cards) We will contact you for an appointment. The

MIBP is specially designed for businesses to create "closed groups" or "communities" for outgoing SMS messages sooner you adopt MIBP, the sooner you can offer "Real Useful Stuff" through DAPAT SMS. A QUICKSUMMARY: HOW MIBPBENEFITS YOUR BUSINESS • MIBP "talks" across all mobile telco platforms • Potential market of over 20 million handphone users throughout Malaysia • An instant, interactive consumer experience • Helps integrate and empower all of your communication activities • Cost-efficient way to create and manage your customer database • Sign-up and incoming SMS messages are free of charge • Easy access to the MIBP suite of applications on-line, from your computer *Source: 1Q 2006 statistics from Malaysian Communication & Multimedia.

Commission: http://www.mcmc.gov. my/facts_figures/stats/index.asp

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

MARKETING

Y

I PEAS

Currently, some 20 million of the Malaysian ou have spent millions advertising population use handphones. Together, they in local print, broadcast and send an average of 83.9 million SMS texts per outdoor media, but have you been day.

Using MIBP as a selling and loyalty tool measuring the effectiveness of your can keep you in contact with this vast mass of advertising campaigns?

Do you know the actual number of buying power. individuals who respond to your ads, or do you merely rely on vague circulation figures MIBP SUPPORTS CUSTOMER SERVICE Customer service is not the breeziest of all for information about your probable target vocational fields. Customer service representatives audience? What are the demographics of your audience? How successful are your advertising are constantly pressured to meet the high demands of an increasingly competitive consumer messages in soliciting responses? - You may market, they need to have good language skills not know. and they need an inordinate amount of patience You have got a dedicated team of front in handling repetitive enquiries. office personnel of the highest caliber. But, are You can take away a lot of mundaneness their energy and talent constantly exhausted by from their work by redirecting a good percentage endless torrents of phone calls from different of customer queries to MIBP - which then, individuals who almost always ask the SAME responds' to your clients through automatic questions? pre-programmed SMS texts.

If your business is bogged down by the For example, instead of making flight above problems, it means that there is a dire enquiries over the telephone, the public can need for the RIGHT solution. now request for information via SMS. All they What then is the right solution ? - You may wonder. Yes, more customer service need to do is to merely type representatives can be hired and trained, but not without a staggering increase in operational KLIASQ2728 expenses. A thorough research can be conducted for the purpose of measuring your marketing and send the SMS text to campaigns results. But at what cost?

The good news is, Malaysian businesses (32728 is the numerical equivalent of the word 'DAPAT. DAPAT Vista is a leading MIBP now have the option of enhancing operational efficiencies via a research-cum-marketing tool, provider in Malaysia) which is available free of charge from http:// mibp.dapat.com.

Mobile Interactive Business Platform (MIBP) is a D-I-Y, simple-to-use software that paves way for immediate two-way The sender of the above text message will then communication between enterprises and the receive an automatic reply like the one below: highly mobile citizens of today.

KLIA: ARRIVAL» Flight: SQ2728 ORIGIN: PEN Time: 10:00:00 Remark: LANDED MIBP CREATES LIMITLESS MARKETING POSSIBILITIES Targeted marketing has never beenmore finetuned SMS/MMS broadcasting facilities should never be used for spamming handphone users, as this would mean a waste of resources. So, it is important for marketers to target at the right' people. But how?

Well, MIBP is specially designed for businesses to create "closed groups" or "communities" for outgoing SMS messages.

This allows handphone users with common interests and passions to be grouped together, enabling the delivery of messages that are more likely to be relevant.

Databases of target markets can be built from the automaticallystored numbers gathered from incoming SMS messages, or from other sources.

Bulking up your advertising

MIBP is an interactive SMS service that "talks across all mobile telephone company platforms".

So, you do have the potential of reaching out to each and every handphone user in Malaysia.

With MIBP, all your communication efforts - whether radio,TV, print, or outdoor ads become interactive marketing heavyweights.

• Target audience can respond instantly to your ads, anytime and anywhere.

• Prospective clients can contact you even if they cannot remember your phone numbers.

MIBP Way«.

The Customer Service Excellence You spend more than RM80, 000 every year in order to maintain an efficient customer support staff, but has this investment been able to guarantee continuous customer satisfaction?

H ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

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IN

YOUR

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The lost art .

of persuasion

King Kong is coming! Bury your head in the sand. Or just handyour money over

BY KAPIL SETH, C00, GREY WORLDWIDE

T

here is a big issue in the communication business today and it is this-too many marketers and their communication partners are intent on ramming their message down the consumer s throat in ways that are boring, arrogant, banal or downright offensive.

We try and fight media clutter everyday-but who is causing the clutter? We believe that consumers are still receptive to us because we dont see them fighting back-but they are. Every time you switched channels because the same puerile obnoxious commercial appeared for the 7th time in the last 2 hours, every time the overloaded advertising pages in the newspaper became a conscious blind spot, every time you wondered who in hell actually enters the hundreds of contests every week across media, or every time you rejected the category leader for something different-the consumer in you was fighting back at being taken for granted by the marketing community.

As choices in every category increase and products attain parity relatively quickly, consumers have the luxury of making the way they feel about brands count through their wallet in very stark ways. Witness the legion of stories of obscure, unknown brands becoming strong category contenders or overnight leaders in a very short space of time. And vice versa.

The economic outlook for Malaysia next year is pretty much the way it was for this year, moderately positive-barring an avian flu pandemic or some such disaster. But the outlook for the consumer is not that hot. The continuous barrage of messaging that exhorts rather than convinces, which runs fall tilt at you rather than walks with you, which promises but does not deliver and most importantly which you are completely indifferent to, will only escalate.

In a tight domestic market, with higher interest rates and inflation, the form, content and choice of media used for brand communication will become critical to short and long term sales and brand success. Marketers and their communication partners that understand that affinity, empathy and likeability of brands will increasingly become key parameters to success are and will invest more resources towards genuine consumer lifestyle interrogation. Brands that behave more like friends rather than relatives, through their products and communication are the new Holy Grail.

The key question for 2007 and beyond is this;will consumers invite us in or will we still be bashing down their doors... ^ ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

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DMAM

AWARDS

THE DIRECT AWARD SHOW!

Award shows are something of a beauty pageant. Months of hard work. Intense competition. One waving winner. 15 minutes of fame. Then it's back to reality

T

he 8th DMAM awards night however, took on the theme of "The Greatest Show on Earth", which proved apt. From the entries submitted, there wasn't just one winning act, but many. And certainly, the night's biggest news left some gasping. "Best of Show", traditionally the top spot, was left vacant.

While this may stir up some controversy, it is a clear indication that the DMAM holds to the same high standards as any international show. The judges felt that, while there were some gems among the 200plus entries, there wasn't one that was the best byfar.

Put another way, the four gold that were awarded (and hence shortlisted for the top prize) were equal in their distinction. Where previous years had seen one agency dominate the show, this year marks the maturity of the industry and its robust good health.

A JURY OF THEIR PEERS Judges were drawn from a pool of experienced professionals from the Marketing and Communications arena and those with a very firm belief in Direct Marketing, either as practitioners and consultants or as clients. Chief Judge was Andy Greenaway, Regional Creative Director for Saatchi 6c Saatchi, an award-winning powerhouse whose grounding is in direct marketing.

With the contribution from client judges as well, this is a sign that clients demand - and appreciate - excellent creativity: in particular the

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

combination of strategy, creative and results, shown in fresh new ways.

A total of 4 Gold, 17 Silver, 30 Bronze and 24 Merit awards were given out. Recognition for the bravery of clients and agencies, clarity of thought, brilliance in ideas.

While other award shows applaud "creativity", this one is special for its rigour in judging results.True to the Direct Marketing principles of accountability and measurability, entries had to satisfy the tough criteria of Strategy, Results and Creativity. All for real work, real clients. Tough? Absolutely. Impossible?

Not for the Gold winners.

THE RARITY OF GOLD Mini charmed awin for Proximitywith the Christmas mailer 'Beer Mug'. OgilvyOne Worldwide delivered gold for IBM "S,M,L" a lead generation campaign, while Arc Worldwide took home for their clients WAO and TREES. A closer look at the wins shows how the agencies have carved out a niche for themselves. OgilvyOne Worldwide continued to show their strength in the loyalty programme and business-to-business categories.They won the most metals with 1 Gold, 8 Silver, 11 Bronze. Arc Worldwide continued to show flair in their work for charities with 2 Gold, 7 Silver, 9 Bronze.

With many months' of preparation, the "Greatest Show" was opened by President of the Direct Marketing Association of Malaysia, Sreedhar "Ringmaster" Subramaniam.

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KANCIL

CHINESE SINGLES

CAMPAIGNS CAMPAIGNS IN CHINESE Ul ill

CRAFT COPYWRITING IN CHINESE

USE OF SOUND

AWARD Bronze Merit

TITLE Market (Cantonese) Morning Glory

Merit

Thomson Activated Ginko

Teacher Liu (Cantonese)

AWARD Bronze Merit Merit Merit Merit Merit

AWARD

TAMIL CAMPAIGNS CAMPAIGNS IN TAMIL

CRAFT AWARD rnPYWRITINH uur Ivvni 1 IIML1 â&#x20AC;&#x201D; Merit IN TAMIL

PRODUCT/SERVICE Sancora Paint Xpax Sms Thomson Activated Ginko

TITLE "Color Of Life" Campaign Ex-girlfriend/emergency Market & Teacher Liu (Cantonese)

PRODUCT/SERVICE Thomson Activated Ginko Sancora Paint Sancora Paint Xpax Sms Xpax Sms Thomson Activated Ginko

TITLE Market (Cantonese) Forest Morning Glory Emergency Ex-girlfriend Teacher Liu (Cantonese)

PRODUCT/SERVICE Sancora Paint

Merit

Best Bahasa Malaysia Best Chinese Best Tamil

AWARD

PRODUCT/SERVICE Thomson Activated Ginko Sancora Paint

AWARD " Bronze Bronze Bronze

AWARD Best English

AIR

AWARD Bronze

PRODUCT/SERVICE Tamil Portal

PRODUCT/SERVICE Xpax

PRODUCT/SERVICE Traxx Fm Cuddles Thomson Activated Ginko Tamil Portal

TITLE Forest

TITLE Beautiful Monster/ginger Waist

TITLE Kah Kah

TITLE 1 Will Survive/ When You Say Nothing At All Dodoi Market & Teacher Liu (Cantonese) Beautiful Monster/Ginger Waist

Young Creative Award : Suryadipura (BBDO Malaysia) Radio Advertiser Of The Year: Thomson Activated Ginko

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

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KANCIL

AIR

AWARD

KANCIL AIR AWARDS 2006 ENGLISH

AWARD

SINGLE

silver

•m •• Silver Bronze Merit

CAMPAIGNS CAMPAIGNS IN ENGLISH

EH

AWARD " Sllver

PRODUCT/SERVICE

TITLE

Traxx Fm Traxx Fm Toyota Vios Tamil Portal

1 Will Survive When You Say Nothing At All Nightmare Beautiful Monster

PRODUCT/SERVICE

TITLE

Traxx Fm

Back To Front

PRODUCT/SERVICE

RD

Traxx Fm Traxx Fm

BAHASA MALAYSIA SINGLES

AWARD " Merit Merit Merit

PRODUCT/SERVICE Cuddles IDD 132-lndonesia Aiken Medicated Talc Malay Market - East Coast Campaign

m

TITLE 1 Will Survive When You Say Nothing At All

TITLE "Dodoi" Bisa Tak Bisa Terlampau Gatal Dikir Sunyi

>t

CRAFT AWARD COPYWRITING IN Bronze BAHASA MALAYSIA Merit USE OF VOICE

PRODUCT/SERVICE Digi Prepaid IDD 132-lndonesia

AWARD

PRODUCT/SERVICE

Merit Merit

Xpax Lagenda P Ramlee OCBC Powercredit

1 ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

TITLE ISK ISK Bisa Tak Bisa

TITLE Bunyi Gitar "Dondang Sayang" Chinese

KANCIL

AIR

AWARD

NAGADDB

wins LOUD and CLEAR

at Inaugural Kancil Air Awards!

Mega Advertising and Interface Advertising also emerge major winners at Kancil Air Awards 2006, honouring Malaysia's best radio advertisements.

ovember was obviously awards month in Malaysia and first off the block was the Kancil AIR Awards, where Naga DDB clinched the highest medal tally including Best English Radio campaign.

Other winners were Mega Advertising (3 Bronze + 2 Merits), Interface (2 Bronze + 5 Merits), AMP Radio Networks (1 Bronze + 4 Merits), Young & Rubicam (1 Bronze + 1 Merit), Saatchi & Saatchi (1Bronze), BBDO (2 Merits), McCann-Erickson (1Merit) and while Radio Advertiser of the Year went to Thomson Activated Ginko.

The 'Best of Radio' award was later announced on November 24 at the Kancil Awards, which covers the entire media industry including radio and the winner was Naga DDB. A panel of 26 local and international judges were involved in the assessment of the quality of local radio commercials in the competition with 19 categories. Sixteen radio stations took part with strong representation from AMP Radio Networks, STARfm and Media Prima.

Suryadiputra Salleh, a young copywriter from BBDO Malaysia came out tops in the Young Creative Award category.

"The Kancil AIR awards is to honour the excellence in radio commercials' copy writing and production in Bahasa Malaysia, English,

i

Chinese and Tamil. And the objective of rewarding outstanding commercials with the most creative words and sounds', explained Borhanuddin Osman, Executive Director of AMP Radio Networks, the radio arm of Astro. Borhan is also President of MACRO (Malaysian Association of Commercial Radio Operators).

MACRO was set up in 1998 to promote the highest standards in radio broadcasting and represent its members in dialogue with the government and regulators, and business working relationship with advertisers and advertising agencies. MACRO comprises 16 radio stations: 988, red 104.9, SURIA, hitz, mix, LIGHT &,easy, era, my, sinar,Thr, XFresh, BEST 104, IKIM, Fly, hot and Cats.

"Radio had a 4% share or RM178 million of the RM4.6 billion advertising expenditure (adex) in the country in 2005.

We project radio adex to reach RM190m this year, which represents a 6.6 % jump,"added Borhan.

Lakshmi Mohan, creative director of Interface Advertising feels that radio is sidelined because of the emphasis given to television.

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

"Many think television covers the majority of the population, so there is no need for radio.

I think radio is a very strong medium, and if used properly, it can reach the target audience very well. Radio is a growing medium among the younger audience,as seen through the kind of programmes it offers," she told BizWeek recently.

Interface collected nine accolades in total.

Previously known as Anugerah Industri Radio (or AIR),the event was first held three years ago, organised by the Malaysian Commercial Radio Operators Association (Macro). The Kancil AIR Awards marked the first collaboration between Macro and the Association of Accredited Advertising Agents (4As).

"The Kancil AIR awards is to honour the excellence in radio commercials' copy writing and production in Bahasa Malaysia, English, Chinese and Tamil. And the objective of rewarding outstanding commercials with the most creative words and 'sounds'

AQMALAYSIA READERSHIP PROFILE • 51% Advertisers, Marketers • 26% Ad Agencies, PR, Research, etc • 12% Ad Production Services • 11% Media Owners ADOI Malaysia is the leading marketing communications monthly and is read by ur­ ban and affluent, advertising, media and marketing professionals with an average monthly income in excess of RM5,000.00. ADOI is dedicated to the pursuit of excellence in all facets of marketing communications and serves as an observatory of the marketplace for ideas, insights and inspiration. ADOI Malaysia is now 9 years old and it is the only marketing communications magazine in Malaysia that is ABC audited with an aver­ age circulation of 6,405 copies per issue with an estimated readership of over 25,000. Our current print run is 8,000 copies per issue and it increases on certain months for bulk buys or circulation in marketing events and seminars.

2007 Advertising Rates (RM) Ad Type

Technical Specifications

OBC + Spine IFC IBC FP/FC (ROP) Double Page Spread Full Colour Strip Advertising Full Colour (Horizontal) Strip Advertising Full Colout (Vertical)

lx t>,500 6,000 6,000 4,100 8,200 2,000 2,000

Cover Flap

4,000 (Advertising Clients to provide Flaps)

Loose Inserts

9,000 (Advertising Clients to provide Inserts)

3x 6,400 5,900 5,900 4,000 8,000 1,900 1,900

Position Loading Preferred Position Front Half Right

Add 25 % Add 15%

6x 6,100 5,700 5,700 3,800 7,600 1,700 1,700

12x 5,700 5,400 5,400 3,600 7,200 1,400 1,400

Full Page Print area:18.4 x 22.7 cm / Trim -area: 22.4 x 27.5cm Bleed: 1 cm for all round Double Page Spread Trim area: 44.8 x27.5cm / Print area: 18.4 x 22.7 cm &,18.4 x 22.7 cm Bleed: 1 cm for all round Cover Flap Trim area: 26.2 x 6 cm / Print area: 22.4x 7 cm Bleed: 1 cm for all round Strip Advertising Horizontal Trim area: 26.2 x 6 cm / Print area: 22.4 x 7 cm Bleed:1 cm for all round Strip Advertising Vertical Print area: 7.8 x 27.5 cm /Trim area: 6.6 x 26.2cm Bleed:1 cm for -all round

Member of the Audit Bureau of Circulations Circulations - 6,405 copies

liRST T MOST W2-TIMEf 2-HME ASIAN MARKETING H

AWARDED

AMEA L0N6-TER** M

ooimjra ADOI

<$• (i • *

WEB-TREKKER

HOLY SMOKE?

There is a renewed fuss amongst the technology crowd about how new media will dominate advertising spend, and how traditional media have no choice but to accept their impending doom of being relegated to obscurity. Newsprint and TV have been at the brunt of the assault, and figures seem to suggest that this theme taken by generally all new-media pundits seems to be true.

BY MACK ZULKIFLI ^0

G

enerally, the figures quoted come from a myriad of research firms in the United States, and since it is true in the US, it must be true globally.

Well, not exactly.

The figures that are bandied around generally reflect a growing trend amongst youngsters to seek the higherlevel ofinteractivity afforded by the internet, and thus spend less and less of their time on what is conveniently termed as the 'traditional' media. The fact of the matter is also true that the content of these traditional media - usually highly regulated by their owners who happen to be stuffy middle-aged corporate types - suit an older crowd who are used to receiving their news and entertainment in a particular sort of way, with a particular tone and manner. You know, the types who get abhorred by the complications of turning OFF their kids Playstation consoles.

Its a mindset shift, and there lies the problem that I have with these doomsday cult banging on traditional media. Many of them have failed to see that its got nothing to do with what and how the advertising message gets conveyed, and more on why there exists a need for advertising, or how that advertising can be a meaningful tool to inform consumers.

Let's take a ratde at the new media guys for a moment.Their killer-app about a decade ago was email marketing. It was the wonder media that enabled advertisers to reach a wide audience and relate to them on a personal basis. People were writing personalletters' and sending them by the hundreds of thousands. Email marketing was going to save the world.

Now it's just called spam.

An entire industry worth billions globally has spawned with the objective of keeping our emails free from online marketers peddling drugs that keep our rod up longer and where

I

to find online 'visual aids' when we intend to do something with the rod and by unfortunate chance, happen to be alone. Occasionally, a lady called Mariam Abacha will offer you a significant fortune just to use your bank account for a while.

Enterprise strength servers have crashed because of spam, and people who send you spam can be convicted. Unsolicited mails - in electronic form - is now no longer the killer-app.

We have moved on to other killer-apps, and the Messiahs of electronic marketing and their venture capitalists have learned their lesson.The new keyword now is contextual advertising, after the phenomenal success of Google Adsense.

Yet, if you know how to use email marketing, it is still one hell of a marketing tool.

As an example, this very publication you are reading uses email marketing very effectively. Ham sends me an email regularly, to remind me of the things featured in the magazine, and it prompts me to actively make the journey to my bookrack and browse the magazine. I get sent one free as my modest fee for writing this article, but I have bought it again anyway, when away from the office so as to catch up on things I cannot wait to read.

Personally, my own website where I used to write

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

a blog, gained a huge jump in readership after I started to use emails to inform people who sign up about the entries I wrote on that given day. I gained nearly double the readership - and increase of close to ten thousand readers a day - when I started my email campaign.With that kind of readership, my Adsense income went up to a point where I could comfortably pay the expensive hosting fee and have enough for a few bottle of single malt with friends.

All I did was send these people my daily updates, and they in turn sent it to a few of their friends whom they thought were interested in what I wrote. It grew from there, by manner of what we now term 'viral'. So used correctly, and with strong value propositions backing it, spam is now a potent marketing tool again.

I guess it's about rethinking how we use the media, and how we communicate, which is the basic mantra of the media planner since time immemorial. In the haste to hawk online media buys, we might be propagating the next spam' to our customers.

Media owners nowhave to work with the Creatives in exploring the new media' horizon, and they have to do it proactively. The way forward is not to unhinge traditional media, but to look at how media in total is used to entertain, inform and ultimately persuade the consumer. Add value to tradition, because my friend, you have not arrived if you don't know where you came from. mack@mentera.org

KANCIL

AWARDS

2006

PACKAGING Award Bronze

Product/service Nestle

Title Smarties Smarties

Agency J Walter Thompson

FLAT MAIL Award Bronze Bronze

Product/service New Year Greetings Sony NW-HD5 Walkman

Title Guns Play Till You Drop

Agency Naga DDB Saatchi & Saatchi

DIMENSIONAL MAIL Award Gold Bronze Bronze

Product/service Mini Mini Flight Crew Training Centre

Title Beer Mug Die-cast Cars Best Of Both Worlds

Agency BBDO Malaysia BBDO Malaysia Leo Burnett Advertising

ONLINE ADVERTISING Award Bronze

Product/service Mini

Bronze

Heineken

Title Ebd - Www.bbdo.com.my/awards/ miniban Ners/web2/fullstop.html Thirst Studio 2006 Friendster www.ogilvybridge.com.my/kancils/in

Agency Bbdo Malaysia Ogilvy & Mather Advertising

WEBSITE Product/service Title Artist New Album Launch Pacheye - Http://blackwidow.webvis.net/aw Ards/kancils2006/digital/pacheye. Html Branding (Self-promo) Man(lf)esto - Www.if.net.my Animal Planet Asia Meerkat Manor Interactive - Www.animal planetasia.com/meerk At_manor/about_ meerkats Or Www.if.net.my/meerkatmanor Heineken Heineken Rhythm Nation Pint Glass (Glass Competition) Www.heinekenmusic.com.my/rhyt Hm Heineken Heineken Chicks On Speed - Www.heine kenmusic.com.my/chic Ksonspeed

Agency

IF Interactive Sdn Bhd

IF Interactive Sdn Bhd IF Interactive Sdn Bhd

AGENCY OF THE YEAR AWARD

Agency 1 2

McCANN ERICKSON LOWE & PARTNERS

4 5 6 7

NAGA DDB BBDO OGILVY&MATHER LEO BURNETT

Agency of the Year: McCann-Erickson Golden Kancil: Dentsu Young & Rubicam - Toyogo "Minefield" Advertiser of the Year: Nestle Products Chairman's Award: Mohd Hafidz Bin Maphar Kancil Platinum Award of the Year: Astro Young Creative Award: Pebble Goh, BBDO

Verified by Ernst & Young. Points tallied from awards won at Cannes, D&AD, Clio, One Show, Media, Adfest, Kancil ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06 39

KANCIL

AWARDS

2006

ASSOCIATION OF ACCREDITED ADVERTISING AGENTS MALAYSIA KANCIL AWARDS 2005/06 RESULTS Award Silver Bronze Bronze Bronze

Product/service Corporate Olympus U720sw HSBC Credit Card Astro

Award Gold Silver Silver Silver Bronze Bronze Bronze

Product/service

Award Gold Silver Silver Silver Silver Silver Silver Bronze Bronze Bronze Bronze Bronze

Toyogo Toyogo Olympus U720sw Amnesty International O.P.I. Nail Strengthener Nikon 8400 Penguin Audiobooks

Product/service Toyogo Olympus U720sw Off! Insect Repellent Ridsect Roach Land Rover Amnesty International Stamps Toyogo O.P.I. Nail Strengthener Nikon 8400 Energizer Batteries Hard Rock Cafe Samsonite

Award Bronze

Title Old Folks Home Kung Fu Master Family Dinner Jenny & Amar

Title Minefield Riot Refraction Stamps Zimbabwe/Bush/Myanmar Classroom Group Photo Soundwaves 1

Title Minefield Refraction Fishing/Camping/Bench Trap Wallpaper/Tiles/Carpet Zebra Crossing Zimbabwe/Bush/Myanmar Riot Classroom Group Photo Fly Boy Pink Brick Wall

Agency Leo Burnett Advertising BBDO Malaysia J Walter Thompson Y & R Kuala Lumpur

Agency Y & R Kuala Lumpur Y & R Kuala Lumpur BBDO Malaysia Saatchi & Saatchi Lowe & Partners Naga DDB Y & R Kuala Lumpur

Agency Y & R Kuala Lumpur BBDO Malaysia Draft FCB Group Lowe & Partners Naga DDB Saatchi & Saatchi Y & R Kuala Lumpur Lowe & Partners Naga DDB Naga DDB Naga DDB TBWA-ISC Malaysia

Product/service LG Air-Conditioner

Title Giant Air-Cond

Agency J Walter Thompson

Product/service Double A Public Service

Title Paper Plane Prison Bars

Agency J Walter Thompson Saatchi & Saatchi

INNOVATIVE MEDIA Award Bronze Bronze

POINT OF SALE Award Gold Gold Silver Bronze Bronze

Product/service Kleenex 2-Ply Facial Tissue Kleenex 2-Ply Facial Tissue Kleenex 2-Ply Facial Tissue Stabilo Boss Highlighter Samsonite

Title Old Man Widow Flag Made You Look/Yeah, You/enough Said Brick Wall

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

Agency J Walter Thompson J Walter Thompson J Walter Thompson McCann-Erickson TBWA-ISC Malaysia

KANCIL

AWARDS

2006

Hey, didn't they just call out your name?

Ex 2As President Shahar Noor is always with the pretty ones.

Datuk Vincent with Dentsu Utama MD Omar Shaari

In case youVel&orideftri} where the*parti te.

From Left: Jennifer Chan (Head of Creative Excellence), 4As Prez Datuk Vincent Lee, Malaysian Advertisers Association Prez Peter Anthony Das and ASTRO's Anthony Yeap

ASSOCIATION OF ACCREDITED ADVERTISING AGENTS MALAYSIA KANCIL AWARDS 2005 / 2006 SCOREBOARD Agency Young & Rubicam J Walter Thompson Saatchi & Saatchi BBDO Malaysia Lowe & Partners McCann-Erickson Naga DDB Leo Burnett Draft FCB M&C Saatchi IF Interactive Ogilvy & Mather Interface Advertising Mega Advertising TBWA-ISCX Malaysia Arachnid Bates Malaysia Sil Malaysia XM Expanded Media Dentsu Malaysia Dentsu Utama Motionworks OgilvyOne Worldwide Grey Worldwide Euro RSCG Immerse Communications

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

prestigious judging panel ever.

Themed In/Evolve: Securing Malaysia's Place on the Creative World Map,this years Kancil Awards attracted1,370 entries from 70 agencies and 116 student submissions.

Astro, the region's leading cross-media operator, was awarded the inaugural Kancil Platinum Award for its support of the Malaysian advertising industry. Astro PayTV chairman Datuk Badri Masri and chief executive officer Rohana Rozhan received the award from Datuk Vincent Lee. Astro also committed to award a scholarship in the amount of RM150,000 annually to an individual nominated by the 4As to pursue their post Graduate or Advanced Studies in a media-related discipline, as part of the Astro Scholarship Awards scheme.

The Chairman's Award dedicated to individuals who made significant contributions to the Malaysian advertising industry was well-deservingly bestowed upon The Star's Associate News Editor Hafidz Mahpar who has been with paper since 1989. Hafidz, a tireless talent who has been keeping track of Malaysia's advertising scene for more than a decade. He started writing stories and drawing comics since Standard 3. Hafidz holds a Bachelor in Business management from George Mason University in Virginia, USA and has been writing stories and drawing comics since the age of 9.Just turned 41, Hafiz also moderates an online community of cartoonists and comic creators.

^

Celcom's Chief Executive Dato Seri Shazalli Ramly with JWT's MD Neal Estavillo and Datuk

tricing Saatchi & Saatchi Creative Naga DDB's Ted Lim con Chairman Edmund Chod*ÂŤtit beer is good for him

Y&R wins in style

Edward only hangs out with the prettiest

36

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

KANCIL

AWARDS

2006

HI mHTlimx rat INMOCiN! IN

. Nikon 8400 Group Photo Naga Ddb

JUST Tm SIlftT III lillY YOU WAS! 1 OH A PtN I'AI

A Samsonite Brick Wall TBWA-ISC Malaysia

Tony, who is also Vice President of the 4As added, "A true Agency of the Year is not about a company winning a title based on points scored in award competitions . Ultimately, it is a title that one confers on oneself because you are a shining light and have set benchmarks that inspire others to do better. Our objective is to work towards this end."

Now in its 28th year, the Kancil Awards was dramatically revamped in response to the Malaysian advertising industry's increasing sophistication.

The 14th and probably most innovative category is the "Rebel Idea" category, modelled after the Cannes Lions International Advertising

, Silver Amnesty International Stamps Zimbabwe/ Bush/Myanmar Saatchi & Saatchi

Festival's Titanium award bestowed on unusual projects that defy definition in both traditional advertising media and non-traditional communication channels.

"Creativity is the life blood of our industry," added Association of Accredited Advertising Agents Malaysia (4As) Creative Excellence Committee Head Jennifer Chan.

4As president Datuk Vincent Lee said the opportunity for international exposure fuelled creativity, which in turn powered a vibrant economy through branding businesses. The Kancil Awards has been held annually since 1978 by the 4As to honour excellence in creativity in advertising produced by member agencies.

The young creative award went to BBDOs Pebble Goh and BBDO also bagged 9 awards, including 1 gold.

Other golden' agencies included Y&R, J Walter Thompson, Saatchi & Saatchi Worldwide and Lowe & Partners. Only 10 Golds were given out this year and JWT won the most with 3.

Jury chairman Huang Ean Hwa from McCann-Erickson was notably pleased with the rise in Malaysian advertising standards evident in the quality of entries.

"This year's formidable juryof international and local judges rewrote history for the Kancil Awards as they were probably the most

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06 35

KANCIL

AWARDS

2006

Y&R HITS GOLD McCANN SWEEPS AGENCY OF THE YEAR Young & Rubicam Malaysia swept the coveted Association of Accredited Advertising Agents (4As) Golden Kancil while McCann-Erickson clinched the coveted Agency of the Year title at the 2006 Kancil Awards plus a haul of 17 awards including merits on November 24 at the Sunway Lagoon Hotel.

Y&R picked up the Best of the Best Golden Kancil award for its print ad entitled Minefield for Toyogo while McCann-Erickson which picked up a total of seven awards including one gold, was named Agency of the Year based on its overall performance at national,regional and global advertising award shows.

"Today's creative idea must transcend traditional media platforms. It must be versatile and intrusive enough to meet the exacting demands of a generation of consumers embracing new technology to access content and ideas," commented Rishya Joseph, Y&R's senior vice president and regional director. He attributed the agency's outstanding turnaround to the creative initiatives driven by Rowan Chanen, Y&R's regional executive creative director, and the entire team in Malaysia.

Tony Savarimuthu, MD of McCannErickson Malaysia,who himselfwon the Global HK McCann Award recently for outstanding performance and leadership was overjoyed with his agency's Golden Kancil victory, "It is an important accolade for our company and everyone who works here. We need to continue to work hard to deliver on three fronts: creativity ,effectiveness and innovation.

A true agency of the year must strongly deliver on all three fronts consistently, have a talent 34

advancement programme that ÂŤ is second to none and constantly I aim to be at the cutting-edge of I communications solutions. Only 1 then can you truly say that you 1 are an Agency of The Year. An agency must not be comfortable with such a title. If you are - you will soon become irrelevant. While valuing a title such as this - our key task is to look at the challenges ahead. We don't live in a age of passive consumers and consumptive media. We live in an age of active, involved, opinionated customers, and participatory media.

The challenge is to become a new age marketing practitioner in touch with today's marketing realities."

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

McCannproudly \

Young & Rubicam win the Golden Kancil!

COUNTDOWN TO ADFEST 2007 â&#x20AC;&#x201D; M&C SAATCHI

Category: Print / Client: Bata / Product: XIII Football Boots / Title: Pitch / Agency:M &C Saatchi (M) Sdn Bhd / Client Service: Khoo Siu Ling / Creative Director: Anthony Wong / Copywriter: Ezra,Jam / Art Director: Danny Ch'ng/ Designer Danny Ch'ng / Illustrator; Danny Ch'ng, Kim Wai / Typographer: Danny Ch'ng / Print Producer :Janet Lee, JeffHong / Color Separation:Imagescan Creative Sdn Bhd

Category: Poster Campaign / Client: Celcom / Product: Coverage / Title:This Is Celcom Territory / Agency: M&C Saatchi (M) Sdn Bhd / Client Servicing: Low Bee Yin, Iris De Souza, Ahmad Zafriza / Creative Director: Anthony Wong / Copywriter:Anthony Wong / Art Director: Marzuki Maani, Bobby Chan, Fiona Goh / Designer: Gabrielle Chan, Ivy Chan / Illustrator: Gabrielle Chan / Typograher: Gabrielle Chan / Print Producer: Sebastian Ng, Jeff Hong / Colour Separation: Far East Sdn Bhd

COUNTDOWN TO ADFEST 2007 — PASSION PICTURES

Title :Tornado / Client: Nippon Paint/ Production House: Passion Pictures / Director: Brad Hogarth / Executive Producer: Brian Francis / Agency: Naga DDB / ECD:Ted Lim / CD: AlvinTeoh / Art Director: Chow Kok Keong / Writer: Jamkhairouddin / Agency Producer: KayAhmad, Jamie Chow / Account Servicing: Choo Lee Peng, Elaine Lim

Title: Rung Fu / Client: Olympus / Product:Olympus }i720SW Digital Camera / Production Company: Passion Pictures / Director: Simont Phang / Executive Pro­ ducer : Karen De Silva / Agency: BBDO / ECD: Ronald Ng / CD: David Sin / Art Director: Cheah Im Im, Kelvin Leong / Writers: Adam Miranda, Kevin Le / Exec Producer: Nyokhwa Hong / Producer: Jan Teoh / Account Servicing: Caroline Tan

COUNTDOWN

TO

ADFE ST-TOP

GUNS

SOME OF MALAYSIA'S

TOP GUNS!

This is not a definitive list of Malaysia's creative heroes. We like to keep the rest in hiding, namely Ajay Thrivikraman, Ng Heok Seong, Andy Soong, Steve Hough, AlvinTeoh, Daniel Comar, Bastiaan Moreu,Yap PowHoong, LakshmiMohan,AnthonyWong, and we are not allowed to mention the rest. Here's just a sample..

EDWIN LEQNG Malaysia's one and only Grand Prix winner. Deputy Chairman and ECD of JWT Malaysia, Edwin knows what it takes to win. Unassuming, talented, you'll surely recognize him anywhere in Pattaya during AdFest. A Malaysian Creative Circle ^Awards (MC2) Hall of Famer, he promises to keep his boyish glass frames on.

to grow into a 'teenager in advertising, having only clocked 12 years in the business, Ronald is Malaysia's big hope at this year's AdFest. We are told his best has yet to come. Watch out Pattaya!

HUANG EAN HWA

TED UM

ECD of McCann Malaysia and this year's Kancil Jury Chairma. Hwa and his partner in crime Lee Szu-Hung have terrorized juries the world over with their outstanding work, namely Sony Playstation 2.

Malaysia's strong arm,Ted has judged just about everything including D&AD and the Malaysian Parakeet singing competition. He was the Silver streak in Cannes - 2 last year and 1 this year. Also known as the Wonderbra man, even though he does not wear one!

Another MC2 Hall of Famer.

LEE SZU-HUNG

Hwa's other half, Szu is the quiet one. A trained lawyer, he keeps a low profile, except during award shows. He helped McCann win Agency of the Year this year at the Kancils! Szu and Hwa helped put Malaysia ahead of Asia in Cannes this year.

DM Jury

0NG amazing writer, who has been hailed

by Neil French asThe Next BigThing.

At last year s AdFest, he won the most for Malaysia. You'll need the FBI to track down Edward, he's just too shy!

ADRIAN MILLER

Who does not know the man who started setting the pace in Cannes, followed by the Bali Spikes and then straight into the Gunn Report for the 4th best print ad in the world!

Adrian, who's now with Saatchi &Saatchi, is the son of the legendary Stan Miller.

...EDMUNDCHQE

Mr Toyota Vios - remember the serpent tvc? Well that's Edmund spinning his wicked magic spell. An MC2 Hall of Famer, Edmund walks into every festival a star.

Due to some weird sense of judgement, he insists on running in Walking Street.

Chairman, Kien is Malaysia's best stealth warrior.

He quietly creeps up on the rankings while everyone else are downing Happy Hour drinks. He sprang out of nowhere, a style that has now become his trademark, to give Malaysia its early lead in this year's Cannes with 2 Gold, 1 Silver and 2 Finalists!

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

COUNTDOWN TO ADFEST 2007

OUR PRESIDENT CHEERS

residing over the Malaysian advertising industry is anything but boring. I quickly found out Malaysia was hitting the ground running, and we all to get into the driver s seat or miss the ride.Much of the momentum in our business is driven by the creative ideas and the talented people who generate them. Very bright and exciting people, if I may add.

When I was in Cannes 2 years ago and Malaysia picked up its first Grand Prix, I knew we were destined to walk across new horizons. I applaud our creatives, I celebrate their work and I am not alone when I say, "Malaysia is a dream country when it comes to creative opportunities."

And when you visit Malaysia,do drop by and say hello!

Datuk Vincent Lee President, Association of Accredited Advertising Agents (4As) Malaysia

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

MMUMMBB

COUNTDOWN TO ADFEST 2007

NAGA DDB- NOTABLE WINS CATEGORY

CLIENT/TITLE

Direct Mail Adrian Smith/Toothless Poster Poster Innovative Media

Naga DDB Greetings/ Gui Sunway Petting Zoo/ Snakes

Print Interactive

Nikon / Group Photo Ministry ofTransport/ SMS for Safety"

Art Direction Photography Direct Marketing

Land Rover / Zebra Crossing Ministry ofTransport / SMS for Safety

Radio Radio Radio Campaign Radio Single Radio Single Radio-Best Use ofMusic Radio-Best Use of Music Radio - Copywriting in BM Poster

Poster Campaign Direct Mobile Marketing Film Direction Film Animation Cinematography

Traxx FM Traxx FM Traxx FM Traxx FM Traxx FM Traxx FM

AWARDS Adfest'06-Silver Adfest *06- Finalist D&AD - In-book ONE SHOW-Merit ONE SHOW-Merit COO - Finalist Media Asian Advertising Awards Bronze Certificate

Australasian Awards- Finalist Australasian Awards- Finalist Australasian Awards -Finalist Kancil t)6 Best of Radio Best of Language

Traxx FM Bronze Land Rover Hard Rock Cafe Nikon Energizer Hard Rock Cafe Nikon

Bronze

Nippon Paint Nippon Paint

Bronze

BIGHU TRAMPLING YOUR Call +603 77262588 to buy.

Limited Stocks.

3 ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

Bronze

COUNTDOWN TO ADFEST 2007 â&#x20AC;&#x201D; NAGA DDB

FAST ENOUGH

Client: Perodua Sales / Title: Earthquake,Tornado, Tsunami / Agency: Naga DDB / Client Service:Choo Lee Peng / Creative Director: Ted Lim, Alvin Teoh / Copywriter: Ted Lim,Jovian Lee / Art Director: Lee Kah Shing / Photographer: Lee Kah Send / Print Producer: Eugene Wong

COUNTDOWN TO ADFEST 2007 â&#x20AC;&#x201D; NAGA DDB Road SafetyDepartment Signboardsin the Countryside Signboards stating how far awaythe nearesthospital is were strategicallyerected along country roads tocaution motoristsagainst speeding alongthe longand winding stretches.

Translation of "BERHATi-HATi OJ JALANRAYA* : Becareful on the road,

Hospital 127 km ATI-HAT! 01JALANRAYA #

Hospital 82 km BERHATi-HATI D1 JALANRAYA @

Client: MinistryofTransport / Title: Kilometres to Hospital - 82km, 114km, 127 km / Agency: Naga DDB / Client Service: Lim Wai Yee, Liew Wai Fun / Creative Director: Ted Lim, AlvinTeoh / Copywriter: Kay Chin,Ted Lim / Art Director: Khoo Choo Kian, AlvinTeoh / Photographer: Khoo Choo Kian / Print Producer *. Eugene Wong Client: Energizer (M) / Title: SeeThrough Bird/Rabbit/Swan / Agency: Naga DDB / Client Service: Choo Li Shen / Creative Director: Ted Lim, Alvin Teoh / Copywriter: Raymond Ng, Ha Wei Na,Ted Lim /Art Director: TanYee Kiang, MUN, Alvin Teoh / Photographer:Mak Kah Heng (Untold Images) / Print Producer: EugeneWong

COUNTDOWN TO ADFEST 2007 â&#x20AC;&#x201D; LOWE & PARTNERS

Client: Land Rover / Title: Owners Club Campaign Greenforest/Savannah/Winter / Creative Director: Adrian Miller / Designer:Jasphine Chew / KANCILAWARDS 2006: BRONZE - Design Campaign

: Ridsect / Title: Roach Trap Campaign Carpet/Tiles/Wallpaper / Creative Director: Adrian Miller / Art Director: Angie Sim / Client H vriter: Christie Herman / KANCIL AWARDS 2006: GOLD - Art Direction, SILVER - Poster, SILVER - Campaign Copywriter

COUNTDOWN TO ADFEST 2007

LOW: & PARTNERS- NOTABLE WINS CATEGORY

CLIENT/TITLE

Poster Poster Print

Land Rover / Directions IKEA / Sales on Sale Nailz World / Classroom

Poster Print Poster Poster Poster

Land Rover / Directions Land Rover / Directions IKEA / Sales on Sale Nailz World / Classroom Land Rover / Directions

Print Print Poster Poster

Land Rover / Directions Land Rover / Directions Land Rover / Directions IKEA / Sales on Sale

AWARDS CANNES Gold Lion Silver Lion Bronze Lion Adfest Bronze Bronze Silver Bronze CLIO Silver Asian Advertising Awards Gold Spike Silver Spike Silver Spike Certificate of Excellence

* Excludes Kancils 2006 wins

TBWA - NOTABLE WINS 1 Finalist Cannes (Whiskas Fishtank) 2 Finalist NewYork festival (Whiskas Fishtank - point of purchase and Samsonite BrickWall - poster) 1 Bronze New York fetsival (Samsonite BrickWall - point of purchase) 7 Finalists London International Advertising Awards (2x Samsonite - point of purchase and poster and 5x Swiss Vernice - poster, campaign and individual ads) 2 Finalists Adrian Awards (Tourism Malaysia - website and new campaign) results 29thJanuary 2007 1 Finalist Asian Marketing Effectiveness Award (Martel) 1 Silver Asian Marketing Effectiveness Award (Tourism Malaysia- long term campaign) 1 PATA gold (Tourism Malaysia - website) 2 Bronze Kancil (Samsonite BrickWall - poster and point of purchase) 2 Merits Kancil (Samsonite BrickWall - print and innovative media)

1 ||

BBDO - NOTABLE WINS CATEGORY

CLIENT/TITLE WWF Malaysia / Russian Dolls

Radio Radio

Film

RHB BANK BERHAD / Old Age RHB BANK BERHAD / Stress OLYMPUS / Fineer

PEPSICO INTERNATIONAL / DriveThru HOW &WHY BOOKSTORE / Open 6cClose OLYMPUS/Finger PEPSICO INTERNATIONAL / Dry Ice

BMW / Beer Mug OLYMPUS / Finger

^ Excludes Kancils 2006 wins

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

AWARDS CANNES Finalist Finalist Finalist Finalist Finalist D&AD -Inbook ONE SHOW- Finalist ONE SHOW-Finalist CLIO - Silver ADFEST'06 Finalist Finalist

Title: SHAOIIN / Creative Director: Lakshmi Mohan / Art Director Lakhsmi Mohan,Tan jian Hong / Writer: Lakshmi Mohan

bearoom? Be extra m mmPanasonic Hetwark

Title: Maid Scancal / Creative Director: Lakshmi Mohan / Art Director. TingTai Meng / Writer: Ivan Lim

COUNTDOWN TO ADFEST 2007 - INTERFACE

Title: THEFT / Creative Director: Lakshmi Mohan / Art Director: Jerome Jambu, Zachaiy Low / Writer Lakshmi Mohan, Oh ChinJinJerome Jambu / Designer: Zachaiy Low

Title: SLICK/ Creative Director: Lakhsmi Mohan / Art Director:Jerome Jambu / Writer :JeromeJambu

COUNTDOWN TO ADFEST 2007 - ARC WORLDWIDE

Title: WAYANG KULFT / Executive Creative Director:Tan Kien Eng / Art Director: Theresa Tsang/ Copywriter: Valerie Chen / Client Service:Terence Ooi,Tan Zi Jill / Production: June Liew, Ong Chee Hin, Liew Kam Yong / Studio Manager: Fok Soop Chin / DTP Artist Tommy Kwan, Yap Beng Beng, Zakri Mohd

Go^surfing down under in Melbourne^

Forbidde.. ^

Pleasurable Phuket

Win Effnestic 9t>l< Holidays Packages Mora smasfctflfloffesal MATTAH from 22 to 24Seotemter 2006!•

Beautiful Delhi H j«8 /. -

s-

Win Domestic Golden Holidays Packages* More smashing offers a!MA7TA FAIR km& to 24 smmmt2006!

Title: MAS SLIDER/ Account Handlers): Harish S., Ken ChinJerry Lim, Nazreen Abdul Manap, Elayne Chan /Creative Director: Tan Kien Eng, Ken Chin/Art Director :Elin Lim/Copywriter :Debra Ong/ Production: Chia Kah Yau, Cheok Kay Kuan, KelWong, ChoongYen Teng,Fanny GanJames Liew, Foo Chi Hui

COUNTDOWN TO ADFEST 2007

ARC WORLDWIDE- NOTA RLE WINS

\mmn

IMERIT/IN BOOK I

AWARD SHOWS DMAM AWARDS 2006 London International 2006 DMA INTERNATIONAL ECHO AWARDS 2006 ASIA INTERACTIVE AWARDS 2006 DM ASIA AWARDS 2006 CANNES LION DIRECT2006 JOHN CAPLES 2005/06 ADFEST 2006 D&ADLONDON ONE SHOW MEDIA HONG KONG

2

6

9

1 2 3 1

1 2 1

1 2 1

4 i i 4 3 2

9 3

3 2 2 2 4

SAATCHI &SAATCHI - NOTABLE WINS I

CATEGORY

CLIENT/TITLE

AWARDS

Adfest'06 Film Direct Marketing

Print Film TV

Print - Best

UMW Toyota Motor /Jogger Amnesty International Malaysia / Prison Bars Amnesty International Malaysia/ Bush Xtreme Kickbcodng / Aerobics UMW Toyota Motor /Jogger The Flower Cottage / Sight/Scent/Emotion

Gold Bronze Bronze Finalist Media Marketing (HK) 2006 Silver Bronze

Use of Art Direction One Show

Print - Magazine Campaign Collateral -Single

TV Collateral - Single TV Poster

Amnesty InternationalMalaysia Ayatollah/Bush/Mugabe/Than Shwe Amnesty International Malaysia / Prison Bars UMW Toyota Motor / Jogger Amnesty International Malaysia / Prison Bars UMWToyota Motor /Jogger The Flower Cottage/ Sight/Scent/Emotion

Outdoor Campaign Outdoor - RetailStores Outdoor - Retail Stores Outdoor - Retail Stores Outdoor - Retail Stores Outdoor - Retail Stores Outdoor - Public Awareness Messages

Amnesty InternationalMalaysia The Flower Cottage/ Sight The Flower Cottage / Scent The Flower Cottage/ Emotion Havana Florist / Daisy Havana Florist / Snapdragon Amnesty International Malaysia / GeorgeBush

Print Single

Amnesty International Malaysia / Bush Amnesty International Malaysia / Bush Amnesty InternationalMalaysia / Zimbabwe/Iran/Bush/Myanmar Amnesty International Malaysia / Zimbabwe/Iran/Bush/Myanmar UMW Toyota Motor Amnesty International Malaysia / Zimbabwe/Iran/Bush/Myanmar Amnesty International Malaysia / Zimbabwe/Iran/Bush/Myanmar Amnesty International Malaysia / General Ali/General Bashir/George Bush Amnesty InternationalMalaysia / General Ali/General Bashir/GeorgeBush Amnesty International Malaysia / Zimbabwe/Iran/Bush/Myanmar Amnesty International Malaysia / Zimbabwe/Iran/Bush/Myanmar Amnesty International Malaysia / Zimbabwe/Iran/Bush/Myanmar Havana Florist / Snapdragon/Daisy/Lily Sony Malaysia / Play Till \ou Drop Amnesty InternationalMalaysia / Prison Bars

Poster Single Print Campaign Poster Campaign Radio [English Single] Print Campaign Poster Campaign Print Campaign Poster Campaign Poster Singles x 3

Print Singles x 3 Craft - Art Direction Singles x3 Craft - Art Direction Singles x3 Direct-Flat Mail Innovative Media

0 ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

Merit Merit Merit One Show Design -Finalist D&AD-In-book CLIO - Bronze Cannes'06 Gold Lion Finalist Finalist Finalist Finalist Finalist Finalist AWARD Bronze Bronze Bronze Bronze Kancil AIR Awards -Bronze Kancil *06 Gold Gold Silver Silver Silver Silver Silver Bronze Bronze Bronze

COUNTDOWN TO ADFEST 2007 - DRAFT FCB

Client: SCJohnson Product Off! Insect Repellent/ Title: Fishing, Bench, Camping / Agency: Draft FCB / Client Service Sharon Khor / Creative Director: Yap Pow Hoong / Copywriter: Reza Abdullah Art Director Reza Abdullah / Photographer: Fai / (IFL), Corbis Images / Print Producer: Alvin Chew / Colour Separation: Far East / Digital Imaging: Mei Ling (IFL)

Scars reduced right before your eyes!

Challenge Support Hansapiast Scar Reducer's launch with on-ground activities.

Solution The target audience are parents with children aged 6-18. A shopping mall's ice rink and ice resurfacer presented an opportunity to engage them.

The ice resurfacer appears every 2 hours daily to reduce 'scars' on the rink. By branding the ice resurfacer, the product benefit was brought to Ufe. Because the product is sold at pharmacies in the mall, consumers can easily enquire about it

Results The communication ran in August 2006. It coincided with a 1-week school holiday when the mall was packed, and therefore generated high trade enquiries and sales.

Scar Reducer

Client: Beiersdorf Product Hansaplast Scar Reducer / Title: Ice Rink / Agency: Draft FCB / Client Service: Sharon Khor / Creative Director: Yap Pow Hoong/ Copywriter: Quah Chia Seang / Art Director: Chen Wei Choon / Designer:Chen Wei Choon, Christine Chee / Photographer: Raymond Sih (IFL)

COUNTDOWN TO ADFEST 2007 - DRAFT FCB

Client: SC Johnson Product Baygon / Title: Frog / Agency: Draft FCB / ClientService: Sharon Khor / Creative Director: Yap Pow Hoong / Copywriter: Yap Pow Hoong / Art Director: Yap Pow Hoong / Photographer: Getty Images / Print Producer: Alvin Chew / Colour Separation: Far East / Digital Imaging: Mei Ling (IFL)

COUNTDOWN TO ADFEST 2007 â&#x20AC;&#x201D; OGILVY

Overheard in Thailand;

"Rao mun chai wha rao ja chana nai sue TV eek-krang nae norn. Hahaha..."

We d like to wish our fellow Malaysian counterparts all the best at Adfest 2007.

PATTAYA

ADFE ST

2 0 0 7

SOME HGHLIGHTS cCann Erickson won every single major international award - Clio, Cannes, D&AD, London International Awards, One Show, Australasian Writers and Art Directors Association, AdFest, Asian Advertising Awards and Young Guns - as well as being rated in the Gunn Reports top 20 for the most creative advertisement.

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regional offices, emerging as the best Y&R agency in Asia. The Malaysian agencyalso ranked just behindY&R Chicago in terms of international awards, outdistancing Y&R offices in Milan, Mumbai, Frankfurt, Buenos Aires, and Beijing.

Lowe & Partners' international award-winning print ad for the Land Rover Owners Club, called "Directions", has been named the fourth most awarded print ad in the world for 2006, according to the recently released Gunn Report on global creative standards. It is the first time a Malaysian print ad has appeared in the modern Creative Top Ten worldwide rankings and follows unprecedented exposure for Lowe Malaysia, with "Directions" being awarded a Gold Lion at the Cannes International Advertising Festival, Silver at the Clio, Gold and Silver at the Asian Advertising Awards and two Silvers at Malaysia's own Kancil Awards.

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Y&R won London International Advertising Awards (nine awards), Cannes Lions (four awards), D&AD Global Awards (two awards), One Show (one award),Asian Advertising Awards (three awards), and Asia PacificAdvertising Awards (five awards). This year, Y&R Malaysia performed better than other

A

s we all now know, Malaysia brought home 11 awards from Cannes this year, including 5 Golds.

Prior to that, we clinched the Cannes Grand Prix for Outdoor!

In the Gunn Report we are now ranked 16th and aMalaysian print ad isJoint 4th bestin theworld! In my role to champion Malaysian creativity, we are pleased to encourage ADOI in this special showcase on Malaysia and its creative accomplishments. This year, we launched AWARD School in Malaysia, and hosted a star-studded jury for our Kancil Awards.

As usual, the top winners will go to Cannes as a reward for their victory. As we move into 2007,1 am confident that we will live our mantra: "Creativity is the lifeblood of our industry!"

Onward Malaysia!r Jennifer Chan Head, Creative Excellence, 4As Malaysia

I

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

COUNTDOWN TO ADFEST 2007 â&#x20AC;&#x201D; BATES

Client: Garden Fairies / Title: Ladybugs, Bees, Butterflies / Executive Creative Director: AjayTrivikraman / Art Director Leong Kit Sze / Copywriter.Joseph Anthony

Client: Zwilling J.A. Henckles / Title: Knife / Executive Creative Director: AjayTrivikraman / Art Director: Loo Chun Guan / Copywriter: Loo Chun Guan

Client: Nokia / Title: Nokia 5500 Youtube"tough" / Executive Creative Director: AjayTrivikraman / Art Director Joseph Anthony / Copywriter:Joseph Anthony

COUNTDOWN TO ADFEST 2007

GROWING CENTRE OF CREATIVE EXCELLENCE

M

uch can also be said about Malaysia's worldclass production values for TVCs. In fact, a few years ago, Malaysia won Best for Production Design at AdFest for Passion Pictures work on Malaysia Airlines. We have in our stable production shops like Passion, Pegasus, Carrot, PRS, Barney, Chilli Pepper, Filmpoint, Planet, Regional Films, Applebox, Axis, Black &White Films, A Plus and a host of new comers who are just raring to go. Jobs come from various markets: China, Philippines, India, the Middle East and even Korea (as in the case of A Plus). We also play a hub role for regional and international productions, most recently being the support for a worldwide shoot for global brands VISA and Shell.

One Malaysian spot, Toyota VIOS shot by Passion also made it as the first Malaysian TVC to win a Cannes Lion last year!

Malaysia's Multimedia Super Corridor (MSC), a take on Silicon Valley, encourages free flow of ideas and convergence of technologies in the content age. Tax-free incentives, specialstatus permits for foreign talent and a government-supported industry initiative have all come forward to push Malaysia onto the world stage of creativity.

"Malaysian post production facilities are capable of producing work of international standards and have clientele from around the globe," says Geoff Millichamp, President of POSTAM (Post-Production Association of Malaysia) who is very upbeat about the post-pro scene in Malaysia.

On the post production side the active players are Mfx, VHQ^APV, Twisted, Mirage, BaseCamp, and Liquid.

Geoff, who also runs post-house Mfx says, "In the last 12 months, more efforts by the government have been evident to promote content- specifically animation,games and long form content."

The founder of Mfx, Moon Chan, adds with pride, "Mfx is the only Design,Animation 8cEffects House from Malaysia to be listed in Asia Image's 'Leading Asian Post facilities 2006'.

This is the second consecutive year Mfx made the list. It s with

1 1

good reason it's listed, as Mfx continues to win awards from all over the world."

One ofMfxs projects, Comfort Fabric Conditioner - "Cloth Speak" for Ogilvy &Mather, Mumbai is a finalist in the London International Awards for Computer Animation category.It's the only entry from an Asian country to make the list and uses the latest in Syflex software to create realistic cloth simulations.The "actors" themselves are pieces of clothing, each with their own characteristics based on famous Bollywood characters. Produced over a number of months, this fully3D film has had widespread acclaim and success in India.

Mfx'sWWF- Save theTiger,another projectcommissioned

by Ogilvy One Worldwide, Mumbai was the also screened at the 2006 Hiroshima Animation Festival inJuly. It was the only television commercial chosen from a truly international field of animation films, recognized for its creativity and animation skills.

Even universities and colleges specialising in marketing communications and its inherent technologies have helped springboard this creative thrust. IAA-backed schools like Institute of Advertising Communication Training (co-owned and run by the 4As and 2As),The One Academy, Limkokwing University (which now has a campus in London!), a Parsons Design institute and more, have delivered students capable of winning international advertising competitions for renowned brands over the years. Real work for real clients. In fact, a Malaysian Student also got invited to D&AD in London this year to receive his accolade!

Advertisers in Malaysia has long known everything was available at their doorstep- from world-class creativity, cuttingedge strategies to best practice production values. Client like DHL, UPS, Nestle, Procter &Gamble have developed, created and shot their work here in Malaysia. Unilever, for example, produce much of their ice-cream work out of Malaysia. What v*: springs to mind immediately is Wall's SelectionTVC campaign titled "Macarena" and "Moo Everywhere" for Moo Sandwich, done by McCann Erickson Malaysia.

1 AWARDS

CATEGORY

Cinematography Film Editing Digital: Online Advertising Radio: Recreational Equipment

Print Outdoor Campaign for Poster Speciality Advertising

I

Sepang InternationalCircuit / My House Sepang International Circuit / My House Nokia / Nokia 5500:YouTube Durable Home Video DDM Dragon CD-R 8cDVD-R /Skipping Disc

Levi's / Square Cut 100 Plus /Shark Cage Levi's / Square Cut Nokia / Connecting PeopleT-Shirts

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

Kancil 2006 Bronze Merit Merit Winner ofLondon Advertising International Awards Times Asia Pacific Advertising Awards Best of Print;Gold Shortlist Adfest *06- Finalist New YorkFestival -Finalist

COUNTDOWN TO ADFEST 2007 â&#x20AC;&#x201D; BATES

Client: Mega Bloks / Title: Google Earth / Executive Creative Director: AjayTrivikraman / Alt Director: Yeoh Oon Hoong / Copywriter: Joseph Anthony

Client: Ipoh General Hospital / Title: Quit Smoking Clinic / Executive Creative Director: Ajay Trivikraman / Art Director: Shanon/Copywriter: Shanon

Client: Rip Rolls Candy/ Title: Swerve / Executive Creative Director: AjayTrivikraman / Art Director: Janet Yeap / Copywriter: Janet Yeap

Client: Nokia / Title: Director's Chair / ExecutiveCreative Director: AjayTrivikraman / Art Director: Yeoh Oon Hoong / Copywriter: Joseph Anthony

COUNTDOWN TO ADFEST 2007 â&#x20AC;&#x201D; BATES

"f ' ' 1

Client: The Attic / Title: Last Supper, The Scream, Sunflower / Executive/Creative Director: AjayTrivikraman, RoniJohann / Art Director: Johannis McDonald / Copywriter: Joseph Anthony

COUNTDOWN TO ADFEST 2007 — JWT

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Client: Fuji Photo Film (M) Sdn. Bhd. / Title: Tetris/Breakout/Pacman / Agency: JWT Kuala Lumpur / ClientService: Carmen Koo, Clarence Koh / Creative Director: Edwin Leong, Hasnah Mohd. Samidin / Copywriter: Jackson Mah, Daniel Kee, Edwin Leong, Hasnah Mohd. Samidin / Art Director: Yan Chay / Designer: Yan Chay / Illustrator: Yan Chay /Typographer :Yan Chay / Photographer: Mak Kah Heng (Untold Images) / Print Producer: Leslie Chong / Colour Separation: Far East Offset Sdn.Bhd.

Client: LG Air-Conditioner / Title: GiantAir-Cond / Category: Billboard / Awards: Kancil 2006 - Bronze

COUNTDOWN TO ADFEST 2007 Lions this year. For the first time in 53 years, Malaysia beat powerhouse nations like Japan,Thailand, China, Singapore and India to lead the field as the No. 1 Creative Nation across Asia! Our stars: Tan Kien Eng, Edmund Choe, Edwin Leong, Adrian Miller, Ted Lim, Huang Ean Hwa, Lee Szu-Hung, Steve Hough and their eager cohorts from award-wining agencies ARC Worldwide, Saatchi & Saatchi, JWT, Lowe & Partners, McCann-Erickson and Naga 8 DDB.

|RANK |

ASIA

1 2 3 4 5 6 7

MALAYSIA INDIA THAILAND JAPAN SINGAPORE PHIUPPINES CHINA

| SILVER |1 BRONZE I

5 3 3 2 1

3 3 2 4 2

3 5 3 4 9 3 3

Here are some notable wins from leading Malaysian ad agencies this year...

Innovative Media Campn

Double A Paper/ Plane; Bookend; Crumpled Paper Innovative Media Ambient Double A Paper/ Plane Direct Dimensional Mail Ford Ranger/ Matchbox Print Campaign FujiFilm Finepix V1Q Camera /Tetris; Pacman Breakout HSBC Credit Card/ Family Di HSBC Credit Card/ Family Dinner, Anniversary Multimedia Campaign HSBC Credit Card/ HSBC 'Excuses' Ca POS Poster Kleenex 2-Ply Facial Tissue/ Flag; Widow,Old Man Kleenex 2-Ply Facial Tissue/Widow, Old Man (Campaign) Kleenex 2-Ply FacialTissue/ Old M Photography Kleenex 2-Ply FacialTissue/ Old M Kleenex 2-Ply FacialTissue/ Widow Kleenex 2-Ply FacialTissue/ Flag Ambient Kleenex 3-Ply FacialTissue/ KleenexTissue Box Outdoor Billboards LG Air-Conditioner/ GiantAir-Cond Digital Email Marketing LG LCD Flatron/ Elephant Multimedia Campaign Nesde Smarties/Alien Invasion Nesde Smarties/ Smarties (Wave2-5) Film Campaign Nesde Smarties/ Instructions;Wrong Place; Escapde Pods Ambient Scott Kitchen Towel/Super Absorbent - Fountain

Bronze Finalist Finalist Bronze

Finalist

Bronze

Finalist Bronze

Bronze In-Book

CLIENT/TITLE Copywriting in BM Email Marketing

Copywriting in BM Best Tamil Campaign inTamil Campaign in Chinese

Craft - Copywriting Craft - Copywriting

Craft - Copywriting Singles - English Singles-BM Craft - Use of Voice Best Cinematography Best Direction Best Editing Best TVC

Bronze

UNZA SAFI Feminine Hygiene Wash / Dayung Patah IP Network Camera/Panasonic (M) / MaiH Sranrfal UNZA SAFI FeminineHygiene Wash /Permata HilanpCELCOM —Tamil Portal / BeautifulMonster/Ginger West CELCOM —Tamil Portal / Beautiful Monster/GingerWest CELCOM - XPAX SMS / Ex-Girlfriend/Emergency

CELCOM - XPAX SMS / Ex-Girlfriend CELCOM -XPAXSMS / Emergency

CELCOM - XPAX SMS / Kah Kah CELCOM -Tamil Portal /Beautiful Monster UNZA - Aiken Medicated Talc /Terlampau Gatal CELCOM—XPAX / Bunyi Gitar TM /CNY Storyof Nien TM /CNY Storyof Nien TM / CNY Storyof Nien TM / CNY StoryofNien

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

Bronze

AWARDS Kancil 2006 Bronze

Merit Merit Kancil AIR 2006 Best of Language Bronze Bronze

Merit Merit Merit Merit

Merit Merit Appolo Awards 2006 Finalist Finalist Finalist Finalist

Finalist

Client: BMW/ Title: Radio Station / AWARD - In book, CANNES - FinaJist

Client: WWF MALAYSIA / Title: Russian Dolls / ADFEST - Finalist

Client: BMW / Title: Beer Mug / AWARD - In book, CLIO - Silver

Client: OLYMPUS / Title: Finger / AWARD - In book, ONE SHOW - Finalist, CANNES- Finalist

Client: PEPSICO INT. / Title: Dry Ice / ONE SHOW - Finalist, CANNES- Finalist

Client: HOW&WHY Bookstore / Title: Open 8cClose / AWARD - In book,D&AD - In book

COUNTDOWN TO ADFEST 2007

The beaches of Pattaya glitter like Gold.... rying to focus and plough through thousands of entries from all over Asia Pacific is tough enough. But having to endure endless days and nights in cold judging halls and everchanging discussions can really drive any sane person up the wall. Simply because while they are only minutes away from the world s most glorious beaches and playgrounds, they have to finish what they came to do first - judge at Asia Pacific's premier advertising show - the Asia Pacific Advertising Festival (AdFest) in Pattaya!

Of course that does not mean judges don't know how to have a good time. Many have been spotted putting back what the day took out' along the infamous bars in Walking Street downtown.

This scenario will repeat itself at the next AdFest which incidentally is the 10th Anniversary of this annual festival. In this issue of ADOI, we will journey with you across the tapestry of work and accomplishments Malaysia has earned over the year.

Enjoy the ride!

1

ADOI MARKETING COMMUNICATIONS MAGAZINE DEC 06

Malaysia has had its share of famous icons coming to our shores too. The likes of David Droga, Neil French, Mark Waites, David Guerrero, Bettina Olf, Prasoon Joshi, Bob Scarpelli, John Merrifield, Piyush Pandey, Rob Sherlock, Craig Davis, Suthisak Sucharittanonta, Norman Tan and the inimitable Jimmy Lam, just to name a few...

Malaysia two creative award shows - the Kancils and the Malaysian Creative Circle (MC2) Awards are now known and respected by peers and trade publications across the region.

Judges came and they saw what we were made of and gave their stamp of approval.

MALAYSIAN TIGERS DEVOUR CANNES LIONS! ROARING like never before, Malaysia charged ahead to leave the rest of Asia dazed in its wake with a fierce haul of 5 Gold 3 Silver and 3 Bronze Cannes

THE COUNTDOWN BEGINS...