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JANUARY2002

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AD-BUSTING SEEMS ALL THE RAGE RIGHT

advertising standards. ASA is a voluntary, selfregulatory body with the best intentions. At Deputy Prime Minister raised his concerns present, the members of ASA come from the about commercial advertising in Malaysia and a advertisers, advertising agencies and media committee was formed to review the code of owners. As a flrst step, ASA will be running a ethics for the industry. It is at this point that series of ad messages which urge the public to one recognises how potent and powerful a toll lodge complaints about misleading advertising really is. It not only informs advertisements. But some doubts arise. The ftrst consumers about products but also shapes is about ASA as a transparent and accountable behaviour and lifestyle. The young, the poor body. There is not a single representative from a and the less educated are particularly consumer's or a women's organisation, a legal vulnerable to misleading advertisements and or a medical body. Or any representative of the this group constitutes the bulk of the nation. society beyod the industry. The easiest Therefore the concern is legitimate and can be conclusion is that all parties involved in ASA justifled. have a vested interest. The second question The advertising fraternity, on the other raised is about the offlcial documentation of hand, was against the formulation of yet.more complaints and resolutions and access to this rules and regulations. Currendy there are more information. If ASA is to be seen to do justice, than 100 statutes and rules regulating the these doubts must be removed. industry. Entangled in the bureaucratic web, On a different note, January sees lawyers the ad agency often discovers, that some of coming into the advertising circle. Advertising these bodies have rules that contradict each is now legal for lawyers so that fl.l'DlS can other. Hence, the call not to add on to the compete more effectively and on a level playing number of laws and bylaws on advertising · fleld with foreign fl.l'DlS. With that, ADOI ~cause ~e real problem lies in wishes the very best for the new year to all our unplementation. readers. The Advertising Standards Authority (ASA) holds the task of promoting and enforcing high Respectfully, standards in advertising, investigate complaints and act as a communication channel for those who have an interest in now. At the close of November last year, the

MANAGING EDITOR Harmandar Singh aka Ham EDITOR T.Sivananthi DESIGNER T.M Ali & GhangSY ADVERTISING ENQUIRIES Fauzia Sultan Sledgehammer Communications (M) Sdn lhl 228, JaJan Tun MIDI Ftaf Satu, Taman Tun Dr.lsmal, tnm, Kuala~

Tel: 03-n26 2588 Fax: 03-n26 2598 E-mal: fauzia ~oom Mide: 016-3315155 PRINTER Far East Digital Prints COLOR SEPERATOR Far East Offset & Engraving DlmiBUTION Efficent lettershop HOUSE FONTS - FF EUREKA & BURW GROSTEQUE alt.TYPE. 32 Pekin Street, #03-01 Far East Square, Singapore 048762 Tel: 236 2988. AOOI magazine is published every month by Sledgehammer Commmications (M) 800 Bhd (Company No: 289967-W) 228 Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000 Kuala lumpur. Tel: 603-7726 2588. Fax: 603-7726 2598.

aDOI WHAT'S NEW IN THIS ISSUE••• HIGHLIGHTS Dreadlines Isn't It APity? Asia For Sale New Year Resolutions

08 12 20 27

INTERACTIVE AMurky Vision For 2002 The latest Tech from Apple

26 30

DIRECT MARKETING ARubie Offer You Can't Refuse Feeling Miserable This Christmas?

24 33

NEWS/REVIEWS The Gunn Report 2001 Cattex Explores What Really Drives People Contemporary Images From Getty

14 16 18

EXCLUSIVE INTERVIEWS The Hunting Gets Hot for Gurdeep AXN Brings Action &Adventure to Malaysia ADOI Campaign Showcase: Sony Tl Yeap: From Making Ads To Making Museums

04 10 22 34

C> 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 and the editor assume no responsibility for errors or omissions or for any consequences of reliance of information in th is publication. The opinions expressed in th is publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

llRKETIIGCOIIUIICAnOIS a001 3

AT THE HEIGHT OF HIS AD CAREER. GURDEEP DECIDED TO GIVE IT ALL UP AND SET UP HUNTER ADVERTISING. TODAY, HE IS SMILING EAR TO EAR AS TMP WORLDWIDE - ANEW MULTINATIONAL AGENCY HAS ACQUIRED HUNTER AS PART OF ITS EXPANSION PLANS IN THE REGION. ADOI SITS DOWN TO FIND OUT WHAT'S HOT WITH THE HUNTER ... How did you get into the big bad world of advertising? By chance. My first agency was Ggilvy & Mather and they were looking for temporary staff to do some work in the office and I just applied for it and when I got there, they asked "Can you start work immediately?" And I said 'Yes'. That's how I got into advertising. After that I left advertising and went to join a multinational company but after two weeks I quit and came back to advertising. And I asked Faridah Merican- "Do you still have the job available? Because I'd like to apply..." And she said- "Yes sure!" That's how I got back into the agency and this was in the audio-visual department. And I spent about a year and a half in O&M.

And then you entered one of the most dynamic phases in advertising...

role in the development. And going from a big agency to a small agency and back to a big agency and then setting up Hunter was like going back and forth. So that's why we were able to do it.

But you must have had a few good people ple who helped you make it happen ....... As everyone would say, people are key. Since we are in the people business, it's vital to have a good team. And I'm lucky to have the original team members with me still. The same team who set up Hunter- they have the freedom to make decisions and to work- they are responsible and accountable. Most have them have grown with the agency and acquired many skills and they will continue to play a key role in the new business set-up.

Tell us the hot news about Hunter ...

Yes, Michael Ball of O&M was setting up Meridian Advertising in this part of Asia as a second network. TLYeap was in charge of the place and I joined them along with TL, Rosli, Guat Eng and Pik Choo. Back then, there were tons of stuff that I had to do -you know the all the basic stuff and in the old days you end up handling about rs or r6 clients and you really work your butt out.

I realised that we had reached a stage where we either had to move up or we would stagnate. I felt that we had to merge with somebody and the question was with who, since most of the international agencies are already here. And then TMP came calling. They spoke to us first in 97 and times then were not so good, so we put it on hold. They started talking to me again last year, and the whole process of setting this up took about a year.

Isn't that the best way to learn?

What is your new partner like?

That's absolutely the best way to learn and you really enjoy it. As a young person the more work you have, you really have the ability to absorb just about everything you see.

TMP Worldwide is the global leader in human capital management and has more than 300 offices in 52 countries and employs around ro,ooo people. They're listed on the NASDAQ. As a young agency, they're basically expanding- something like what O&M or Burnett's was 40- so years ago. This is the new agency in the new millennium that's actually going to expand a lot so it would be easier to ride their wave of growth. They're looking at new things and their very IT driven and deal with quite a lot of interactive stuff - they really at the forefront of technology. TMP is the world's largest recruitment agency and owns the world's #r Internet recruitment site, Monster.com. They are the world's second largest interactive advertising agency and the fifth largest executive search firm in the world. I thought it would be easier to go with an accomplished firm- it would really h elp us grow a lot faster.

Meridian must have given you working knowledge on how to start your own

agency... I think the exposure that I got in Meridian helped me do Hunter because there you know when you have a small organisation you're practically doing every aspect of it. You learn the business and that's where you actually learn a lot. But after Meridian I was in Bozell. And in Bozell, I had the opportunity to handle big accounts, to manage them properly and have international brand-building exposure. And Bob Seymour was {and still is) a source of comfort and support. I think every agency played an important

aDOJ MARKETINGCOMMUNICATIONS 5

But it's not everybody that gets chosen as a partner...

certain business decisions and I think that is important. At the back of my mind I'll still think it'll be nice if I ran it forever. But you know in our environment there's constant change, everything is evolving and you have to move with the times, you have to progress. So I think that's what that made me decide that I have to move on.

I think one thing that attracted them was that we were not confined to any sector of the business -we do a good cross-section I always like to say that Hunter is a fully integrated communications agency. We first set up as a basic recruitment agency and from recruitment we moved to mainstream advertising where we do product ads, we do event management, we do promotions. We've got our strengths and I think that's what they liked about us and it would be easier for us to grow along with them under their advertising and communications division.

Now you're in charge of this TMP world wide for this region? I look after Malaysia. Who knows, as we expand, the role may get bigger.

That's not really letting go - it's like getting more isn't it? We are actually getting bigger and eventually we will end up as a regional agency. It's just a matter of time.

Why did you get into recruitment- when most people won't even touch it- it's hardly the most glamorous thing in the world? Sometimes you have to have faith in what you do. I realised that this is an opportunity to break out and to do your own thing. I realise that not many of us are given that opportunity or have the opportunity, so I decided I'd go by what the industry offers and how we can make the most of it. I think we have done quite well in that aspect - although we are quite low key, we have established a strong base for ourselves and we have clients who have been with us for a long time.

What do you think brought in the clients?

the cost. That was very important and because of that we were able to grow. And we structured Hunter just like an international agency with all departments where else some of the local agencies will not be complete with all the departments. From day one itself, I think we were quite discipline in how we grew.

Who was your ItrSt client? The main client that we got is Pacific Food, we created a brand for Mr. Potato, Double Decker and all that, so they were an important client to us. And when they used our services they were equally happy.

Which client do you think gave you your

When we started off, our clients saw that we were disciplined in our thinking, our concepts and our execution. Most of us who work in Hunter came from other international agencies when we saw a local client, they understood the value of it. To them it meant the same level of thinking, service and commitment that an international agency offers but minus

6 a001 MARKETINGCOMMUNICATIONS

Just out of curiosity, how did you pick the name Hunter? It's got a long story, what I always tell other people is that man has always been a Hunter, we are always looking for something and since we got into the headhunting business so the name Hunter seemed appropriate. Also Hunter is easily remembered. It also had an international flavour.

What is the name of the new agency? TMP Worldwide. We decided it's easier to go on one single brand name, be focussed instead of using two names and this gives one look throughout the region and globally.

break?

How do you keep your energy level high?

I still go back to Pacific Food, they gave us a good break and they have been a good client over the years. The creation of Mr. Potato helped so I think that was the client who gave us a break. In the early days we did Sanyo, Nike, JVC and some property clients, we actually had a big client base, where a local agency could fit in very easily when the client could use an international agency as a lead agency along with a local outfit. An account that really grew with us was Texas Instruments. When we first handled them, they had international agency but they preferred to deal with us because they had a small budget. They felt comfortable with us and they were with us for a good 7 years and spent about a million ringgit. We have helped a lot of brands grow bigright from vitamins to banks.

I'm quite active and although a lot of people say I'm a keen golfer, I also play badminton and have been doing so for the past ten years. But I'm quite active in sports and I think that has helped, that helps keeps you going and I've found during frustrating moments sports helps you take your mind of things and helps you refocus.

Every adman has a dream of setting up his own agency. How do you feel? It feels great. Of course, it's not very easy to let go but sometimes you must let the head rule the heart, you got to make

How are you positioning TMP Worldwide? We would like to position TMP as an agency you can rely on, we are not going to go out there and have a war cry on being the most creative or the most what not. We're going to take it one step at a time. I think we have to build the agency and it'll take some time. And subsequent to that what you say that it's an agency you can rely on and will give you value for money. We add value to what you do, because we see the client being an important part of the agency. We have mutual respect for the client and we like to be seen as their equal partner in their marketing needs.

The Biggest Magazine in Asia (Actual Size)

IEIIERm I WISH TO INFORM YOU THAT I HAVE been a loyal reader ADOI magazine since the time it was first published. I find it very informative as I get the latest news in the Ad industry from the magazine. Let me introduce myself. I'm Andrew Koh and I have been a colour separator for the past 12 years. For the past two years I've been running my own business dealing with almost everything related to advertising. I'm sorry to say, but in my experience, Ad Agencies have a bad reputation as paymasters. Since I've started on my own

TO JUDGE BY ALL THE GRIPING AND groaning I've heard over the years about deadlines, particularly short ones, they're detested by a good many creative people. But not me. Without deadlines I'd never get anything done. Long ones aren't much h elp to me either, providing loads of time for procr astination, pottering around and other proofs of the old adage that "work expands to fill the allotted time". And it's

8 a001 MARKETINGCOMMUNICATIONS

I've had to be extra careful. But as careful as I have been, I still have two clients who have not paid me even after a year. One of these, I regret to say is a former 4A's president. Even my proposal of paying RMI,ooo per month couldn't be met by him. Just imagine that, and he is chauffeur-driven every day and is obviously well to do. I remember very clearly in one ADOI issue (during his tenure as President), he touched on ways of how to make the industry grow to greater heights. Let me remind this President that he may have many expenses but payment to suppliers, in my opinion, should be his top priority. You can have the most creative people in the world but without the suppliers, your

only as D-day draws near that I can feel enough urgency, not to say sheer panic, to achieve the adrenalin levels I need to stop plodding around and become something like inspired. There are limits, I'll grant you, to how much and how long we can perform under pressure. Too many too-short deadlines ad infinitum can lead to chronic creative overload and eventual utter burn-out. So it's vital for our long-term creative survival that we learn to identify the signs of when it's time to say "no" for a while to deadlines, short or otherwise. But we're each of us facing one deadline, be it mercifully brief, painfully prolonged or as in most cases chillingly unspecified, that we simply can't refuse or walk away from. And much as I thrive on deadlines, this one I do my best to ignore however urgently I'm reminded of it. As I was just the other day by an old friend and colleague who told me that five months ago his doctors gave him six months to live. How to deal with this most dreaded of deadlines? There's any number of possible

creative work cannot be produced. Lastly, let me assure you that I am NOT contributing this article in the hope of getting my money back, but am doing so on behalf of all the other suppliers who face the same problems as me. I believe they are afraid to voice their concerns, fearing they might provoke or hurt the client. Wake up! Without the supplier, who are they? When we supply to them, they get business from it, in a way we are lending them money to get their business. So why do we have to beg for our money? Thank you.

Yours truly, AndrewKoh strategies, from suicide at one extreme, a frenzy of religious fervour at the other, and lots of alternatives in between, some more creative than others. My old friend from advertising shocked me a little by telling me he'd been spending his remaining time indulging his "lust for shopping". But it turned out he was typically- having a laugh at my expense. When I called around to see him it emerged that he's been splurging not on himself but on improvements to the house so he'll leave his wife as comfortable as possible when he's gone. And of course he started me wondering what I'd be doing if I happened to be in his place. Writing faster? Reading some of the books I never got around to? Visiting some of the places I always wanted to see? Catching up with all the time I missed spending with my friends and family? Or, as I greatly fear, wasting my time wallowing in despair and self-pity? But I . haven't been handed my final deadline yet, and my old friend's is almost up. So for now I can carry on pretending I'm immortal and concentrate on what I wish I could do for him. Like winding the clock back to the great days we had working together, so his deadline could be with a client, not cancer. If only there was some way, I keep thinking, that I could possibly throw him a lifeline. Dean j ohns is a partner in th e regional crea tive h otsh op CreAsia and strategic consultancy StrADegy. Email stradegy@optushome.com.au

AXN BRINGS ACTION AND ADVENTURE TO MALAYSIA!

AXN, THE REGION'S ONLY ACTION AND ADVENTURE CHANNEL launched on ASTRO in Malaysia on December Ist. With this, AXN is now available to over 54 million households. ASTRO will receive AXN's East Asia feed. "Malaysia is a crucial market for regional television networks," said Todd Miller, Managing Director of AXN Asia. "Given ASTRO's solid subscriber base, as well as Malaysians' love for the action and adventure lifestyle and programmes, we expect AXN in Malaysia to perform to the high levels that the rest of our other markets have." ASTRO's International Programming Manager, Agnes Kim Rozario added "By adding AXN to our programming line-up, we now offer 38 vernacular and international television channels as well as access to 16 radio channels. It is a reflection of ASTRO's commitment to quality and choice as it continues to include channels and new programmes to its service at each turn." ADOI sat down with Todd and was given a thorough run-down on what AXN is planning to do for Malaysian viewers .. . AXN has been given rights to broadcas~ in Malaysia. Why now? We've always had the right to broadcast in Malaysia. It's been a question of us connecting with the right affiliate in Malaysia. As they say, good things take time. We're very pleased to have partnered with ASTRO. Their Direct-To-Home operation is world class

10 a001 MARKETINGCOMMUNICATIONS

as reflected by the growth of their business.

How does moving into Malaysia change your market strategy for Asia as a whole? Since launching in 1997, AXN's mission remains to provide the ''buzz" to Asian viewers by single-mindedly focusing on action and adventure - Malaysia's and the region's most popular entertainment genre - through action movies, highly rated action series, adventure /reality, lifestyle sport and cutting-edge Japanese anime. Our presence in Malaysia completes AXN' s distribution in south and southeast Asia. Now AXN is of the most widely distributed international broadcasters in Asia, reaching over 30 million homes in q Asian countries. Our programming and marketing strategy remains unchanged, but now that we're on ASTRO, we will obviously be devoting more of our resources to Malaysia. You are launching in Malaysia with ASTRO favourites, a basic AXN package. Do you see yourselves expanding on this and how long do you think it will take? We're right where we want to be on ASTRO- on the "ASTRO favourites" basic tier, so that each and every ASTRO subscriber can receiv~ AXN and get our unique combination of action and adventure .

Anime, we have every confidence of success in Malaysia. What about censorship guidelines. Did you have any trouble with that? We're very sensitive to content guidelines -and fully comply with censorship standards in each and every of the q countries that receive AXN in Asia. AXN has previously been available in Malaysia on another service and we have had no difficulties with programme content.

So what hot new adventure shows can Malaysians look forward to? Adventure/ reality is one of our strongest and most popular program pillars. Currently we're broadcasting the two biggest reality shows on in the U.S.- Survivor: Africa and The Amazing Race. In February, we'll be launching some new reality series. Fear Factor is an awesome new show whereby ordinary people confront their worst fears and do extraordinary things . Another show is Scariest Places on Earth hosted by Linda Blair. This will be part of AXN's popular Thursday Horror line-up. It's about families who attempt to spend the night in some of the world's most haunted places while the camera records each and every move and reaction they make. In April we'll be premiere No Boundaries, an exclusive property that can best be described as Survivor meets Eco Challenge, and in May we'll premiere Eco Challenge New Zealand (AXN won the multi-year broadcast rights for Eco Challenge last year). The Malaysian team competing in New Zealand was very successful and AXN had an exclusive and dedicated camera crew following their highs and lows in the mother of all expedition races, the Eco Challenge. What do you expect the response from the Malaysian audience to be like? We expect for Malaysia to embrace AXN as enthusiastically as the rest of Asia has. AXN consistently rates among the very top tier of international channels in all the measured pay TV markets of Asia. Given the Malaysian preference for action and adventure and AXN' s unique program mix of movies, series, reality, lifestyle sport and

What has the response to AXN' s programming in Asia been like so far? Fantastic! Our 22 million viewers in Asia (not counting our new viewers in Malaysia) enjoy the buzz that AXN delivers every day. It all starts with the genre- action and adventure, and the universal popularity of this genre across Asia. Moreover, AXN' s unique program mix allows us to appeal to a wide spectrum of the pay TV population- men arid women, young and young-at-heart. This certainly shows up in our ratings, month after month. ACNielsen has declared AXN the fastest-growing channel in Asia. AXN has also been very successful in getting the best programming in each of the pillars which we specialize in, and our viewers very much value the quality orientation of the channel. For example, in December AXN premiered the most successful Asian film of our time, Crouching Tiger Hidden Dragon. We also have first run rights to the #1 series on network television, CSI (Crime Scene Investigation). Our reality shows are ground-breaking and AXN's Japanese Anime is cutting-edge. What exciting events can Malaysians look forward? Part of the appeal of AXN to viewers and advertisers is our offer of the total AXN "X-perience" on-air, on-the-ground, and on-line. We believe in providing a rich action experience on the ground. Already this year we have hosted an Action Movie Festival in Kuala Lumpur. Next March we will be holding an adventure race in Malaysia to help promote the forthcoming Eco Challenge New Zealand which will be aired in May next year. Our website is also extremely popular - www.axn-asia.com gets about 10 million hits per month. How hard a hit is AXN taking from the recession? The seas are definitely choppy but we're staying on course. We've seen growth this year in distribution, viewership, and ad sales, and forecast continued growth next year. As a young brand and energetic channel, there's more room for growth in Asia. You're a mountain biker and a long distance runner. If given the time, is there any other sport that you're just aching to pick up? I'd like to be able to do more mountaineering, but it's hard in Singapore - flat terrain and a very demanding job. I am planning to climb Mt Kinabalu in the spring. I hear it's a beautiful climb and can easily be done over a long weekend.

. aOOIMARKETINGCOMMUNICATIONS 11

USUALLY THE 'SHUT-UP' column is about stuff from the advertising press. Well this time it isn't, not directly anyway. You see this is a weird time of the year for me. With all the holidays around, a great wave of sadness suddenly sweeps over me. And here's why. I am, by my own admission an old hippy. I was a teenager in the 6o's and I believed it all, love, peace and the whole thing (even though, even then, the Israelis and the Arabs were beating up on each other). With the sad passing of George Harrison on November 29th, there are now IO days in early December that sees the anniversary of the deaths of four musicians who I believe actually changed the way many people look at things. Starting with George; dry, witty, pious, mystical. A wonderful musician and a man who had the courage to live in the shadow of the two greatest composers of popular musicever and still function. (And he still managed to write 'Something'). He brought Ravi Shankar to the attention of the west, which is an act beyond praise; he brought spirituality into the lives of western teenagers, which unfortunately doesn't seem to have taken. And he was the man who started rock benefits. With the

Concert for Bangladesh he showed that everyone should have a conscience and, that to really care, young people, famous people, privileged people, should get up off their asses and do something concrete. Live Aid and Free Nelson Mandela would not have been there without George. The 4th December is the anniversary of the demise of Frank Zappa. For those of you who didn't know him too well, he was the first guy to say fuck on stage, he dressed in women's clothes before David Bowie and before Marilyn Manson was a gleam in the milkman's eye. He made fun of every conservative convention in lifestyle and in music. He mixed sos doo-wop music with free-form classical music with avante-garde jazz. And created something wonderful and unique. He fought normalness his whole life without fear and without any need for

recognition. He took on the whole music business by forming his own companies, publishing his own music and even fighting the censorship of rock music. He was the nearest thing rock music has had to a classical composer. December 6th marks the end of the road for Roy Orbison. The dark glassed, shiny black-haired writer and performer of so many classics; 'Pretty Woman', 'Only the Lonely', 'Crying', 'Blue Bayou' and on and on. He proved that to be cool you just needed to stand there, in shades, and sing your heart out. He showed that emotion was good and that rock music wasn't just about beat and boogie it was also about melody and real feelings. Without him the Beatles wouldn't have existed. Which brings me to December 8th. John was shot outside his apartment in New York 21 years ago. Lennon was you and me and every young person in the world. He was angry, mixed up, he was talented and naive, he was working class and common. He made it OK to be from a poor background, he proved that being intelligent wasn't a privilege of the privileged. He wrote music that was deep, in the best possible way. He did some lunatic things with all the conviction in the world. And he showed that just about anyone could be great and influential if they wanted to badly enough, no matter where they came from. God he was good. And what has this all got to do with adverts? Well add it up. A conscience, a lack of fear, true emotion and a profound belief in yourself. All wrapped up in a wonderful ability to communicate with vast numbers of people in the most memorable and meaningful ways. Well what do you think?

PS. There goes the sun. Goodbye George.

STEVEN ANG RETURNS TO AXIS

THE FATTED CALF HAS BEEN LED OUT following the return of Steven Ang to Axis. First in his familiar role as one of Malaysia's brightest and best directors; everyone has seen Steven's outstanding work for MAS, B&H and Nokia. Secondly Steven takes on a new role as company director. He'll be actively involved in the management of Axis, both in the day-to-day running and the big picture stuff. "I couldn't be happier," says Paul Loosley, "I have so much respect for Steven as a creative guy, as a professional and now as a partner. He's a credit to Malaysia's

12 a001 MARKETINGCOMMUNICATIONS

film production industry." More than anything Steven has rejoined with a commitment shared by everyone of pushing harder for the recognition of local directors especially for work sourced offshore. Along with other in-house directors, Anthony Wong and Paul Loosley (who's almost local) they intend to continue to prove that Malaysia is the place to make TVCs. All three directors are real believers in the value of Malaysia as a filmmaking resource, "In world terms, Malaysian prices are excellent" says Steven, "and, given the really high standards of talent and service,

where could you get better value?". In the future the intention is to take on at least one more local guy and get those UK or US spots made here.

atch the seeds of creat;v;ty blossom at AP Adfest 2002 ...

Come and be inspired with bright ideas and award-winning advertising from across the Asia Pacific region. th

Asia Pacific Advertising Festival, 14-16 March 2002, Pattaya Thailand â€˘ Register now to be the first to see the innovation and evolution of creativity in Asia Pacific in 2002.

Register online at: www.asiapacificadfest.com â€˘ For more information, contact the AP AdFest Secretariat&Official Organizer: PLANNOVA CO., LTD. Tel:(662}722-3202 Fax:(662}722-3203 Email: boonsri@plannova.co.th

AP Ad Fest- "!he o11/y o11e11

THE TOP 18 AGENCY NETWORKS IN THE WORLD IN 2001 Winner Pis TV

Winner

Pts Print

TOTAL

LEO BURNETT (4=16)

130

BBDO (1/2)

126

DDB (211)

118

SAATCHI & SAATCHI (314)

TBWA(4=i3)

6. 7.

OGILVY & MATHER (7/7) LOWE LINTAS (6/5)

45 57

43 17

YOUNG & RUBICAM (9/8)

EURO RSCG (8/11)

10.

DENTSU (10/10)

11.

McCANN ERICKSON (11/ 14=)

12.

J . WALTER THOMPSON (1 5116)

13.

FCB (1 219)

14.

GREY (13112)

15.

PUBLICIS (14/14=)

16.

HAKUHODO (16/18)

17.

D"ARCY (18119)

38 10

31 21 16 15

Art Directors Club silver and contender for Cannes Print Grand Prix. Gunn's 'Advertiser of the Year' went to Volkswagen -for the third year running. Volkswagen's points were perfectly spread between TV and print and came from 9 different markets (covering 5 different continents) and 9 different agencies. The most awarded production company of the year was Partizan (New York and London) who notched up with Fox Sports Regional, Reebok 'Blob', Volkswagen Pass at 'Dog' & 'Driving Test' and Discovery.com. Thailand's Suthon Petchsuwan makes it to the top 5 most awarded directors, while Alfred Hua (Hong Kong) is ninth, Shinya Nakajima (Japan) is 12th, Thanonchai Soonsrivichai (Thailand) is 21st and Louis

THE MOST AWARDED BRANDS IN THE WORLD IN 2001 WinPtsTV

1. . . .. . _ ( 1 )

2. Nike(2)

3. Sony (a) 4. Fox(S) &dwelae<(a)

- .. """--camNo Of

a. Adldas l91

7. Monster.co,uk (-)

8. McDonald's (10)

" "

15 15

10. John West(-)

,, _ Audi

14 10

12. OTV {-)

13. BMW(·)

14. Stolic:hnaya H 15. Wrangler (<)

16. lkea (-)

17. Clorox (·)

18. Heinz(-)

19. Jeep (·)

20. O<ango I·I 21. MOCA I Museum Of Contemporary Art (-)

Hoot

9. Mercedes..aenz (16)

Hoot

Pta Print TOTAL

10 10

12 22. The Ecooomist (-)

18.

THE MOST AWARDED AGENCIES IN THE WORLD IN 2001

BATES (17/17) (ALL OTHERS) TOTAL

(307)

(1 72)

(479)

926

565

1491

(numbers in brackets after each name = ranking 2000/ranking 1999)

THE THIRD GUNN REPORT (WHICH IN AN incredibly short span of time has become THE definitive report in advertising) announced the rankings for the year 2oor. The Gunn Report combines all of the winners lists from all of the world's most important advertising shows (national, regional and global). The most awarded commercial for the year is Fox Sports/NBA (Cliff Freeman & Partners) which achieved the 'glorious triple' of winning Gold at Cannes, Gold at One Show and Silver at D&AD. For print, Volkswagen of America (Arnold Worldwide) took top spot this year after winn ing the 2001 Grand Kelly Award, One Show gold, Andy's Heads x 2,

14 aDOI MARKETINGCOMMUNICATIONS

Win-

PtsTV

Pill Prtnt

24. Pepsi (17)

Don1su(T0ky040Nka)(4)

Leo Bumett (London) (27)

BMP 008 (London) (20:)

Clifl Freeman & Partners {New York) (15=)

Saathci & Saatchl (London) (7)

CraveroLanis Euro A SCG (Bueno Aires) (11::)

16 10

Goodby Silverstein & Partners (San Francisco) (1S..)

lowe Untas (london) (5)

F/Nazca Saatchi & Saatchi (Sao Paulo) (15=)

12: Mother (london)(· )

21 1\

20 20

OgOivy & ....,., ( S l - ) (-)

TBWA (london) (31=)

The Jupiter Drawing Room (Johannesburg & Cape Town) (-)

16: Arnold Wortwida {Boston) (23:)

CLMJBBDO (lssy las Moulineux) (36=)

" "

Tandem Cempmany Guasch 008 (Barcelona) (9) 19: AlmapiBBOO (Sao Paulo) (6) Bartle Bogie Hegarty (london) (20-)

TBWA\Chiai\Day (Los Angeles & New York)(-)

22- DM9 008 (SaoPaulo) (1 3=)

Ogilvy & Mather (Bangkok) (1)

Springer & Jacoby (Hamburg) (31:o.)

25= 8800 (Bangkok) (30) DDB (Chicago) (10)

25. Fundaclon S.O.S Mata Atlantica (-)

TBWA & BOOP (Paris) (11• )

10= Abbott Mead V!Ckers/8800 (london) (1)

23. AXE(-)

TOTAL

Ng (Hong Kong), Prasoon Pandey (India) and Shinichiro Miki (Japan) tie for 24th place. Traktor (Sweden & USA) won the Director of the Year. The most awarded country in the world is the USA followed by Great Britain, Spain, Brazil and Argentina in that order respectively. Amongst the Asian countries Japan ranks Jth, Thailand 10th, Singapore 13th, Hong Kong 16th, India 2oth and China 23rd. The most awarded agency of the year is Dentsu (the biggest advertising agen cy in the world and thus do the most ads) followed by Leo Burnett London. The honour of being the most awarded agen cy network goes to Leo Burnett.

New in January Asian Charlie's Angels 9.00pm Mondays

The Fugitive 10.00pm Tuesdays

999 10.00pm Thursdays

2+1 .kom.my (new season) 10.30pm Thursdays

The Requested One-Live 9.00pm Fridays

Whazzzup Europe 9.30pm Fridays

Teater Klasik 3.00pm Sundays

The Gilmore Girls 10.00pm Sundays

S Club 7 11 .00pm Sundays

--- ------ --

IMAGES, IDEAS AND MESSAGES BOMBARD PEOPLE'S SPACE EVERYDAY. But we are not here to debate whether advertising recklessly invades people's lives. All we can do is recognise that there is a constant fight for a place in the minds and more so, in the hearts of the consumer. The top brands of today have simply understood the information traffic and created advertising that cuts through the clutter. Basically, it's about 'being different that sells'. In their latest regional Âˇc ampaign, Caltex aims to do just that. For the first time all their products and services are united under one umbrella, under one message, under one u.s.p. A consistent message carried across Television, Radio, Newspapers, magazines, Point of Purchase, Outdoor Signage and the Internet. One voice across all media, across all geographies. The messageWhat Drives You? McCann-Erickson which handles Caltex intensely researched consumer insight and understanding. According to Beresford Mitchell, Head of Creative, McCann-Erickson, Malaysia" The research process took 6 months, where consumer focus groups were done in the Philiphines, Singapore, South Africa, New Zealand and Hong Kong. We worked on something called a conceptual target, it's about people with aspirations. We targetted the vehicle driver emotionally instead of the usual performance or high quality products" The core idea for their advertising campaign is interesting. It's not easy to run advertisements for your lubricants, fuel, Starmart outlets and corporate image that communicate a similar message and has the versatality to reach a broad audience in accordance to each product and service. Beresford

16 aDOI MARKETINGCOMMUNICATIONS

I By Rodney Louis Vincent

adds that "The advertising campaign paints the landcape of life, touching the different bodies of people with aspirations." The idea is simple: 6 billion people are constantly on the move. Everyday. Each making a journey towards reaching a goal, a hope, a dream. And because life is such a journey every human being has short term needs, medium term goals and long term dreams. Caltex does not claim that they are able to help consumers on their mid term and long term goals (yes, they are not promising you the world on a platter) . But they can and they will do a good job on the short term issues and that clears a

hurdle for the consumer. By fulfilling that immediate need Caltex helps you on your way to bigger things. Leaving you Replenished, Revived, Refreshed. The advertising tone and manner takes on a young and dynamic feel, this works well to reach out to the audience of today- who feel the pressures of speed, time and technology all and all the result of the New Economy. With so many things to attend to- it helps to have a friend who takes care of the little things in life, then send you back on the road to continue your journey like Caltex.

MARKETINGCOIIUNICATIONS a001 17

CONTEMPORARY IMAGES

FROM GETTY

GETTY IMAGES HAS LAUNCHED A NEW COLLECTION OF contemporary imagery called- The Image Bank r. The Image Bank offers key content categories of Life, Sport, Nature, Travel, Work and Ideas. The collection is constantly refreshed, reflecting the evolution in advertising and design themes." The Image Bank 1 is the definitive in source books; it's an essential reference book ... containing in excess of 18oo conceptually driven images from photographers the world over, this book reflects the latest in creative trends on a global stage." With high-quality images, consistent delivery and a reliable service, The Image Bank is straightforward to use and encompasses an unrivalled depth and breadth of images in each of the six content categories.

18 aDOJ MlRKmNGCOIIUIICATIOIS

For business growth.

Insightful. In-depth. Indispensable. Audited. That's why we're Number One. To advertise in the best-selling business and investment weekly in Malaysia call 603-7660 3838 or fax 603-7660 8563.

THE EDGE For Business Leaders (The Edge Communications Sdn Bhd â€¢ 266980 - x)

~~ MEMBER Auo1T BuREAU

1,~ OF CIRCULATION \;

(MALAYSIA)

www. theedgedaily.com

SONY DECIDED TO BREAK from the norm and instead of putting in 3o-second commercial, has decided to go for a full 3o-minute programme on tv. But it's not one of those tediously Lee Gaik Bee dull shows introducing product after product to the audience. ADOI decided to get together with JWT and Sony to discover what this new brilliant approach was all about. We first talk to Lee Gaik Bee, Creative Group Head of ]WT ... You have a new and innovative campaign - tell us a little about it ... To my knowledge such a campaign has never been attempted in this country. Instead of running a usual 30 second or even 120 second commercial, Sony together with J Walter Thompson have actually produced 13 episodes of a 3o-minute programme. It quite cleverly combines a magazine show with a dramedy. It is not just an educational show with lots of product information. Broadly speaking, the dramedy revolves around the lives and loves of four school friends who meet again at mutual friends' wedding. Through a series of events, their lives become inextricably You can expect comedy, romance and sometimes very touching, poignant moments. There is also a lot of underlined 'romantic' tension

20 aDOI MARKETINGCOMMUNICATIONS

between the main characters. The way the story unfolds is left up to the audience. There is a Sony website that allows them to help us decide how the story should unfold the next week. I shan't say anymore. How do we bridge the magazine section and the dramedy? Can a magazine section be interesting? Wouldn't it make the programme less appealing to viewers? All that yada-yada about products. Let me assure you, the magazine section is every bit as entertaining as the dramedy. We shoot the host on the set with all the camera lights and equipment in the background. He then shows the most creative and unique applications of the product we are highlighting that week. How did you come up with this brilliant idea? Collaboratively.Truth be told, Nick Khoo and Malini Selvacumarasamy of Account Management, mooted the idea of a 3o-minute show to the Sony client. As an agency we felt that it was a completely new and revolutionary way to sell a host of lifestyle audio-visual IT products. In advertising-ese - it is outside the box. It is effective, it saves client money and we can elaborate on so many more product benefits and applications benefits without all that hard sell. When they shared it with creative, you can just imagine how excited we were. Wow, what a departure from the norm! Nothing turns creative peqple on more

than a fresh way of doing something. Who is the creative team behind the work? There is Nick Khoo, Malini Selvacumarasamy, Soon Cheng Sun and moi. Credit should also be given to Se To Kok Meng, Lim, Teong Seng and all the product managers from Sony for their invaluable input. Not forgetting the creative perspectives from Ng Ping Ho and Anne Low of Popiah Pictures plus the editors and sound people from World U. Are you trying to make an impression with the work? In keeping with our inflated egos, of course! Was it fun to work on the campaign? Why? The answer is a resounding yes! For the first time, we were responsible for a television show. It was grearto work with a film director and not a commercials director. We also had the opportunity to

I I

work with a pool of talented script writers. Big name actors such as Douglas Lim and Elaine Daly brought much professionalism to the show. The other budding stars showed tremendous enthusiasm and potential. In short, we had a great team. In fact, we learnt a lot. ADOI then passed the mike to Se To Kok Meng of the Advertising & Promotions Dept of Sony ... This is obviously a big and bold move to make as far as advertising and marcom is concerned what drove you to do it? This is in line with the Sony brand concept of

se To Kok Meng

being' Imaginative & Innovative '. Over at Sony Malaysia here, we are striving to try new things or ideas. So with this new idea and also with confidence that this is most effective strategy to meet our marketing & advertising objectives, we certainly do not want to miss the chance to be the first. What do you think makes having your own TV programme particularly effective for

the direction of your marketing strategies? Does this new 'campaign' meet the strategic expectation? Every communication solution is designed & planned based on the needs or the marketing issues that we are facing.By making our own TV programme, we will have total control of the programme content direction. So the effectiveness of this programme is that we can have our 'custom-made' content which is in line with the direction of our marketing strategies. Strategically, we need a campaign that can demonstrate, educate, entertain and build the brand and obviously this campaign delivers them all. You were involved greatly in the making of the TV programmes - how did that make you feel as a client? It was interesting & challenging. Interesting as it is different from managing & producing a 3o-second TV ad. Challenging as it involved more effort during the planning stage (it took us more than 6 months for direction, idea, cross media opportunity, cross company analysis, & regional office resources support), the production stage (content finding, script approval, QC approval), and the promotion

stage. Lastly, it was exciting & satisfying when we managed to deliver total message across and witness audiences enjoying the programme. This is an excellent way to show how 'human' technology can be - part of people's lives and easily accessible? When we are selling new technology to

consumer, we have to show/demonstrate the values & benefits of the technology applications in everyday life to the consumer, then only will they understand, believe, & easily accept our concept. With this method, I can demonstrate different varieties of lifestyle applications & ideas to the consumer in an entertaining way.

MARKETINGCOMMUNICATIONS a001 21

ASIA THE TIME HAS COME FOR ASIAN COMPANIES to totally rethink their business model. As the region enters its second recession in just three years, there is new urgency to the call many far-sighted marketers have been making for the last decade: Asian companies must change from selling "products" to selling "brands". Asian companies must market these brands regionally and globally. Asian companies must stop thinking only about being the low cost producer. Asian companies must create internal markets and reduce dependence on the West. The notions of being the lowest cost producer, an OEM, and selling only to the West are long outdated concepts that dampen profit growth, and sink companies during recessions. Asia must no longer be held hostage to the ups and downs of economic activity in the US and Europe. There has been some small progress on the vital interim steps of building local and regional brands . For example, there's Haier, China's innovative appliance maker which is now the US's largest seller of compact refrigerators. And Malaysia's Royal Selangor Pewter, which went abroad in the early l970s, and racked up 55% of its turnover in 25 markets last year. But Asia represents s6% of the world's population, Yet, if we use Interbrand's 2001 ranking of the most valuable global brands, less than r% come from our region (five from Japan and one from Korea). All leading Asian brands combined represent a fraction of the huge potential our region holds on the world brand front. Asian companies are world leaders in software. Why haven't we created a Microsoft? An entertainment company like Disney? A food company like McDonalds? A pharmaceutical like Pfizer or Roche? A water brand like Evian? A watch like Tag Heuer or Swatch? , The litany of impediments to creating I such brands is long and perhaps familiar. They include a short term profit focus

22 aDOI MARKETINGCOMMUNICATIONS

(often linked with the cheaper but more dead-end choice to remain an OEM), lack of marketing savvy, the inertia of and lack of meritocracy in some family-run businesses, and even disappointments over successful quality programs that didn't deliver desired profits. Yet ironically, the one solution that addresses the ultimate profit picture is the creation of powerful international brands . (I'm saying international rather than global because effective brand management is about growing a brand where it can be grown, where it can achieve significant market share and profits. It starts close to home and moves strategically - based on consumer understanding- from there). Simply put, brands are worth more because skilled branding creates value, and that value commands a premium price. Coca-Cola sells for more than the ingredients of sugar and water - and for more than its competitors' sugar and water. Starbucks can charge more for a cup of coffee than the raw material cost involved. Using an Asian example: one of Taiwan's leading marketers of sporting goods recently noted that OEM's in his industry could earn margins of 40% for their products. Brand name goods yielded mark-ups ten times that. The value of brands goes beyond price as evidenced by acquisition prices versus book value, and new accounting rules that will soon be in place in the US: As of January rst, 2002, companies there will no longer have to amortize goodwill. This makes sense as brands and other intangible assets don't depreciate, with the possible exception of a product that must be recalled. Yet the value of these failed brands, if handled properly, can be successfully restored. So how do we go taking more of our brands into international markets? Some tips. First, companies need to believe in the power of brands, and if they don't, they would do themselves (and their business) a favor by spending an hour of their time with a branding expert. Next, companies must hire the experts who have built similar success stories in Asia and around the globe. Don't rule out Westerners: all the knowledge they acquired while launching products in Asia works perfectly well when facing other points of the compass. Companies should work with these experts

by Eric Rosenkranz

to evaluate opportunities for branding in their local market. To reduce our dependence on the West, we must begin by better nurturing our own consumers. Wherever we currently market and no matter where we choose to expand, it is vital to communicate with our consumers regularly. We must determine what she wants, what her goals and aspirations are, and how these change over time. We then need to create products that fit her needs and then sell to her directly, not to another company who will take our parts, rebrand them, and get the benefit of our labor. After accomplishing the mission of local branding, then companies should explore regional and global opportunities. Global marketing experts can help, as they understand that successful exportation of a brand requires a deep knowledge of the brands essence: what to retain, what to adapt and even discard as the brand moves from one country to the next. In marketing to the global consumer, we also need to remember that advertising alone is not enough: determining the optimal mix of communications types to achieve our objectives is the way to effectively market our brands. In today's world, advertising, direct marketing, public relations, sales promotion and the internet must all be used in a synchronized way to maximize effectiveness as well as efficiency. Finally, one last tip for all: we must remember that marketers of any kind who starve their brands in a recession pay for it down the line, both through eroded image and market share. Conversely, as history tells us, those who are smart enough to maintain marketing spend, will not only maintain the loyalty of their customers and withstand the economic downturn, but have the potential to leapfrog over their competitors as well. Our economic future is within our reach. We must now decide whether we wish to grasp it.

Eric Rosenkranz, President- Asia Pacific, Grey Global Group has been a global marketer for 26 years. Through his work in the US, Latin America, Europe and Asia Pacific he has helped companies such as Procter & Gamble, Oracle and GlaxoSmithkline build their brands internationally. Eric can be reached at (erosen@grey.com.hk).

- - --_,- - - - - - - - - - - · - - -

Brand : Daisy Title : Open House Client : Lam Soon (M) Sdn Bhd Agency: Bates Malaysia Creative Directors :john Leong fJ TC Art Directors :Vicky Lee Copywriter : Ree Chua Summary: This computer animated TVC remind us that Hari Raya is just around the corner, and everybody can have fun with the Open House.

Brand : Drypers Title : Interview Client : Drypers Agency : BBDO Malaysia Creative Director: Huang Ean Hwa Art Director: Henry Yap

Copywriter : Huang Ean Hwa Summary : These babies are talking smart about their diapers and how it understands their needs.

Brand : Fernleaf Title: Slurp Client: New Zealand Milk Agency : foote, Cone & Belding Creative Director: SP Lee Art Director: Ken Goh Copywriter: Monica Chen

Summary : The boy is trying hard to slurp his last drop of delicious UHT milk.

Brand :Malaysia Nasiona l Insurance Title : Choose Client: Ma laysia Nasional Insurance

Agency: TBWA- ISC Creative Director: Pau l]. Lingan Art Director :Kelvin Lai

Copywriter: Paul]. Lingan Summary : It's a win· win situation when you give to somebody who is in need of your help. We will all get happiness out of it.

Brand : Parkson Grand

Title : Sporting Client : Parkson Corporation

Agency: Naga DDB Creative Director :Ted Lim Art Director: Mun Copywriter :]am

Summary : If you need to change you image and style, go to Parkson. You may find something that suits your needs.

Brand : Telekom Malaysia Title: Greeting Card Client : Telekom Malaysia Agency: Astana International Creative Director : Shafri Mohamad Art Director : Vicky Lee Copywriter : Ree Chua Summary: This Hari Raya, send some pretty attractive e-cards to your fam ily from far away.

mediaBanc For more mjormation please call Wmg of Med10Banc at 03-79836668

24 a001 MARKETINGCOMMUNICATIONS

QUITE A FEW YEARS AGO I gave my brother-in-law a Rubie's cube for Christmas. I really like my brother-in-law but I gave it to him anyway. Rubie's cube was invented by a sadistic and probably mad scientist. The guy subsequently made millions of dollars when he sold it as a puzzle to equally sadistic gift-givers like me. The object is to twist and turn the thing until each side of the cube becomes a single colour. My poor brother-in-law struggled with it for five days straight until he finally managed the task. ASTRO is currently using a Rubie cube-like graphic to symbolize the mix-and-match qualities of their latest "flexi package" offer. Considering the nature and intent of their offer, I'd say the symbolism is spot on. If you are a subscriber, you've probably already received a direct mail package announcing this "whole new way to enjoy ASTRO". The Rubie cube-like graphic emblazons the front of a window envelope and a teaser instructs you to "Open now to mix and match". The cube graphic has images popping out of it and it's already begun to turn. In other words,

your mind has already begun to boggle. Two of the elements inside are nicely personalized - the letter and a response form. The letter begins with a 4-line name and address that appears through the outer envelope, and salutes the receiver's name personally. The Rubie's graphic is there again, and the first puzzle turns up in the lead sentence. The letter begins: Dear Mr. Kurt Crocker, Over the y ears you have given us a lot of feedback on how y ou wish to enjoy your ASTRO service even more. Well it just ain't so. I've never given ASTRO any feedback at all, directly. Unless there's some electronic device in · the decoder that can detect my occasional grumblings about programmes I'd like to see airedor a least not interrupted in midseason. I suppose their use of "you" was a universal "you", but it seemed rather odd coming right after my imprinted name. But that's not the half of it. The truly Rubie puzzlement appears in both the letter and response form, and is the essence of their offer.

DRAFT GETS PI DRAFTWORLDWIDE EXPANDED its promotional marketing capabilities by entering the premiums market with Premium Surge, a new company that designs and manufacture promotional premiums. Premium Surge is comprised

of an award-winning team of executives, formerly with Simon Marketing, who have played integral roles in successful premium campaigns, including McDonalds Happy Meals. The fourteen-strong team is based in Hong Kong, Los Angeles

What ASTRO is doing is what we direct marketers call a "negative option". This used to be a common tactic for mail-order book clubs. Members of these clubs would subscribe for a promised ''book-of-themonth" which would be automatically mailed unless they did not respond. It was a clever tactic indeed, which relied on the very natural human tendency for inaction. But the difference between what the book clubs used to do and what ASTRO is doing now with their flexi package promotion is vastly different. Unless I missed something in the fine print of my original subscription agreement, I never agreed to automatic delivery of a newand in this case more expensive- service. What I did agree to do originally was to try out ASTRO and my choice of packages for a period of a few months. For free . My understanding then was that what I signed for would automatically become payable every month after the trial period. But I agreed

included "free": Discovery to that up-front. Travel and Adventure, tech Now ASTRO plans to convert me to their TV and AXN. And the recommended package Dynasty package also unless I choose a different includes a couple of new channels: Xing He and TVB8. package altogether. But there's more to In other words, if I do ponder. Let's take a look at nothing and accept their the response form. recommendation I-will get The combination of offered Discovery Travel and Adventure, tech TV and AXN packages that matches what I pay now is: "free" plus Xing He and TVB8 r) ''Movie package & Dynasty - for RMm more per month. Ah what the heck. Like package with any 3 mini packages" or the thousands of other 2) ''Movie package with alls subscribers ASTRO is counting on, I'll do nothing mini packages". and accept their "new" offer. What I receive now is But wouldn't it have been the Movie package & Dynasty simpler - and more package with all 5 mini straightforward - for ASTRO packages. Hmmmmm. to tell me what they are So either I accept their recommendation of adding to my current subscription and announce "Dynasty, Movie, 5 Mini Packages" or I miss out on an increased rate? And wouldn't it have been Dynasty or two of the mini nicer to offer me the option packages. That is, if I want to say "no thanks, I like to continue paying RM89.95 things as they are"- if ASTRO per month as opposed to RM99Âˇ95 per month for their - c ould do that without "new and recommended" technical complications? Don't get me wrong. packages. It must be noted that I love my ASTRO. And now I'll have a chance to enjoy whatever "choice" I makedo nothing or mix 'n match CSI on AXN ... assuming it lasts a full season. I will receive a few new "ASTRO Favourite" channels

~ ~EMIUM SURGE and Chicago, and will continue to create, develop, engineer and manufacture premium campaigns and productsranging from brand-building and customer loyalty premiums to retail items. Initial clients will include Draft business

from Burger King and Kellogg's. The Hong Kong team will run global manufacturing, working with over a dozen factories and mo,ooo support staff in China and will be headed by Calvin Wong (above), -formerly of Simon Marketing.

Agency: BBDO Malaysia Executive Creative Director: Hwang Ean Hwa Art Director: Henry Yap

PASSIONPICTUAfS . c::::::t;;~:u::;gD::~e7~:

Cinematographer: Low Soon Keong Film Director: Brad Hogarth ProducerIt' AD: Brian Francis Post-Production : Moon FX

AMURKY VISION FOR 2002 by josh Sklar, global Chief Creative Officer CCG.KM- jsklar@ccgxm.com

IT WOULD SEEM that Nostradamus, the 16th century astrologer and physician turned seer, might have had some merit to his predictions for our current era after all. Of course one might be able to interpret his so called prophetic quatrains to mean anything from the current battle against terrorism to the fact that any turn of any century usually brings with it presages of doom and destruction. Predicting what will happen to the interactive industry in 2002 seems like an arduous exercise by comparison. The centuries might turn literally like clockwork, but for our situation there is no direct precedent. One of a Chief Executive Officer's principle responsibilities is to carry forth a vision of what his or her company will look like in the future . Usually there are contingencies in the event of economic up or downturn but I will grant that the unique combination of circumstances we all have

been faced with over the past two years (thanks mostly to the preceding decade) make past planning efforts largely irrelevant. The problem that is directly impacting not just the online world but most in business is that the Chief Executives, ExCos, Boards and any other top-level decision-makers are in such a reactive, survival-oriented frame of mind that all seem paralyzed. The universal 'best course of action' seems to be to reduce cost, hunker down and hope the storm will pass. Mergers and bankruptcies abound as well. The result for service-oriented businesses is that there are either very few client budgets available and if there are, they have been brutally reduced. Add to this situation the hesitation and uncertainty resulting from the dot.com crash of 'oo and we have the makings of a dire 2002. Or do we? Aye, that's the rub. The past few months have been like riding a madman's roller coaster. Financial journalists and fiscal experts have collectively been alternating between putting forth authoritative statements that would seemingly bolster the idea that we're on the fast-track to global recovery and those that pull the carpet out from under our optimism with revelations of an out of control global recession. Perception is the stuff of reality when it comes to an economy so perhaps there are some

professionals who are trying to do the right thing. At this point though, a little reality might go a long way for helping us forecast our revenue outlook for this year and manage our costs proportionately. So what's an agency to do? Clearly, the five year plan would be an exercise in futility. Anyone who believes he can project what will likely be happening past the next quarter is fooling himself and those he answers to. The trick is achieving a balance between what we need to happen and what might so we don't unnecessarily disrupt employees lives as we necessarily reduce overhead in response to unfulfilled deals. What is really needed beyond the practical are people who can make things happen because they can speak convincingly of the opportunities that await clients if only they would act. Sitting around and waiting for Requests for Proposals (RFPs) to come across one's desk has always been a foolish practice as the best things in life happen to those who make things happen for themselves. In today's environment, it's that much worse as the odds of a choice project making an unannounced entrance are lower than any time in our history. So if you're looking to remain in the game, it's time to recognize that only those with a vision for their current and prospective clients are going to survive and thrive. Move the focus of this keen ability to foresee the way to a solid future from your own company's prospects to those of your customers. Make your own fortune and damn the murky clouds of 2002.

MUGGLES FLOCK 2001 AGREAT YEAR FOR XM!

TO THE HARRY POTTER WEBSITE THE PHENOMENAL SUCCESS OF HARRY POTTER HAS HIT THE Internet, according to the latest results from NetValue, a global leader in Internet intelligence. Britons flocked to harrypotter.warnerbros.co.uk during October, with a recorded 310,ooo unique home Internet users visiting the website prior to the film release. Making it the number one movie site in Britain. Fans of the popular books spent on average 18.2 minutes on the official website. Surprisingly, only 20 per cent of visitors to the Harry Potter website were aged 14 and under, 40 per cent were aged between 35-49.57 per cent of visitors were women. The popularity of Harry Potter has also contributed to the surge in visitors to other film sites, up from 1.7 million unique visitors in September to 2.1 million in October, demonstrating the importance of having a vibrant website to promote movie releases. In comparison to other film websites, Star Wars' official website experienced 16s,ooo visitors in the UK, while other blockbuster releases, including Pokemon, Jurassic Park III, Shrek and Lord of the Rings experienced significantly less visitors than on the Harry Potter website.

26 aDOI MARKETINGCOMMUNICATIONS

THIS YEAR ALONE, CCGJCM CHALKED UP 13 AWARDS. XM garnered a gold WorldMedal in the 2001 New York Festivals (www.nyfests.com) for its own corporate site, The XM Portfolio (www.xmshowcase.com), and a Finalist Certificate for its Compaq DIY Guide; and Campaign of the Year for its Compaq Armada 100S campaign, this time from 2001 Internet World. CCG.XM was also cited at the 2001 Revolution Awards as Finalist for the Best Online Advertising Campaign for its Compaq Roadshow 2001 Campaign, and won four Certificates for Creative Achievement from 2000 International Webpage Awards and four Standard of Excellence Citations from Webaward 2001. Following its winning streak of honours before ending the year 2001, CCG.XM was awarded Best E-Commerce (Bronze) for its Compaq Store website (http:/jwww.compaq.com.sg/store/) at the 3rd Creative Circle Awards, held on 2 November in Ritz Carlton Hotel. "While these awards reaffirm CCG.XM's legacy of awardworthy creative and technical campaigns, in more practical terms, they simply motivate us to strive further in delivering the best possible online solutions for our clients," explains Ken Mandel, CEO I Regional Director.

one where both my clients and myself look at the same set of data sources (the usual mumbo jumbo of mysterious retail audits, learnings from suspect consumer panels and mind boggling findings from in-depth qual FGDs) and we end up having the (surprise) similar insights about the consumer. That obviously is no good. I must strive to immerse myself further into the deep dark corners of the consumers' mind. A minor technical detail: my key consumers at this point in time are those who care (or not) about the finer points of sanitary pads as well as those who have little kids who should not be drinking · (seemingly equally nutritious) competitive products. Resolution number three: I shall shatter the myth that 360 degree branding exists RESOLUTION NUMBER ONE: I SHALL STOP only as the (evasive) optimal communication subscribing to English language regional plan. I just have to figure out how to get my clients to increase their budgets to actually magazines as they may all go bust and worse I would end up losing my subscription realize the 360 degree branding or else they money. Having succumbed to some decent have to be satisfied with the 180 or at best DM from Asiaweek a few months ago, I made the 270 degree branding solutions. the mistake of In fact I have already subscribing and the made humble beginnings rest as we all know is in that regard .. .but I history. To compound intend to share the matters, I have not learnings only when the first cheque from the seen any sign of the premium too (travel client has been encashed. Subject of a later story bag - I think) and till date no from me. Resolution number communication of four: I shall finally cease apology from AOL Time Warner. Pretty to envy all my old pals who deserted shoddy customer the old economy for the service you would new as I find so many of agree. them quietly making their And the last way back to familiar terra straw? I just noticed firma. Hard to believe, the happy face of the there was a time when the erstwhile publisher of Asiaweek from the only gossip I heard were pages of an industry magazine - looking sunrelated to fantastic stock options and rags to tanned from playing golf! Now, that in riches propositions. Over time, those propositions turned indecent and having particular was really irritating. Considering visited 'ground zero' many now seek the the owners of the publication originate from a land where neighbours are known to sue if reassurance that a back to basics approach you play your music too loud, this tardiness brings . Resolution number five: I shall write comes into sharper focus. more thoughtful and insightful pieces for Resolution number two: I shall aim to Ham Singh's magazine. He and Adoi know my client's customers far more certainly deserve better. Anyway, th anks for intimately than my clients ... as that is precisely why my clients pay my salary! being with me so far ... Wishing you all increased revenues and a 'steady' 2002 !! The current scenario more or less resembles

Ijust have to figure out how to get my clients to increase their budgets to actually realize the 360 degree branding or else they have to be satisfied with the 180 or at best the 270 degree branding solutions.

Some Youn8 Ones think we are antiques 6ut our antics have won our cfients

many awards

~ Jingle

~ Sound Design

~ Audio Post Production Work

Contact Person : Kenny Tay 12 Lorang University 'B', Section 16, Petaling Jaya, Selangor Darul Ehsan Telephone • 79554873, 79554780 • 79566737 Facsimile

FOR THE SECOND TIME JWT CAIRO HAVE come to Malaysia to shoot their Lux campaign. Once again proving that Malaysian production provides world class value in terms of price and quality. The commercials feature the famous Egyptian star Mona Zaki. Veiled and non -veiled versions were shot so that the campaign could run throughout the Middle East; Egypt, Lebanon, Syria, UAE, Jordan and Saudi Arabia. And again Axis Films produced the spots.

Producer: Ravi Director :Paul Loosley Cameraman : Chong Wardrobe : Low Design : Teng Lum Editor: Zaki for Mirage On-line : Ivan for APV Music :Shawn Letts for Schtung Singapore

ian!

28 aDOI MARKETINGCOMMUNICATIONS

DOING WHAT IT TAKES TO KEEP PEOPLE CONNECTED

On the scene of action .. :

DiGi'S LATEST CORPORATE CAMPAIGN WAS destined to be different. The people involved, the client, the agency and the film director, were all daring enough to take risks at every stage of its production. They knew that to be different, they had to break away from the norm. In today's market place where technology is the big talk around, DiGi has never lost sight of what telecommunications is all about- the consumer. And with this understanding, DiGi

has, time and time again, tailored their communication solutions to suit them. When consumers had problems controlling their mobile phone spending, DiGi introduced the Prepaid service. When people were worried about the cost of ·~~utstation mobile calls, DiGi gave them ~9bile One. Consumers are now charged at one rate, no matter where they're calling from . When mobile internet service left customers with no choice but to go through multiple steps to get what they want, DiGi got them straight to the point via djuice. By letting its customers personalise their WAP menu with what interested them the most. DiGi understood a simple human truth that different people have different views and needs. So when Naga DDB was given the task to communicate what DiGi was about, it was obvious that this understanding was what makes DiGi different. The creative team, Ted Lim, Richard Koh and Jam J . Ariffin started working on a script that revolved around the fact

that people have different thoughts on the same subject. Next came a rippomatic that defied the norm. Instead of going full color, they opted for black and white. Instead of voices, they used supertitles. Ariane Besson, the famous French director from South Africa, was brought in to direct the film, bringing with her a fresh insight to the commercial. She planned every detail, wardrobe and art direction and, shot it within three days in Melaka and KL. A cool soundtrack by Anton Morgan completed the piece. The tv commercial is supported by a black and white print campaign. Based on the same proposition that people have different thoughts on the same subject, teaser ads that carry the line "We know how different people are", without the Digi logo appeared before the TV commercial. The print campaign was then launched with a double page spread, carrying the campaign line, "We know how different people are. And what it takes to keep them connected".

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APPLE'S FINAL CUT PRO 31S OUT! APPLE ANNOUNCED THE ARRIVAL OF FINAL CUT PRO 3 ON THE scene. This is the industry's first video editing solution to deliver professional-quality, real-time effects without the addition of specialised hardware . Tapping the powerful video processing capabilities of the Power PC G4 processor's Velocity Engineâ„˘, the new G4 realtime effects in Final Cut Pro 3 deliver the productivity and creativity of real-time to a much broader audience of video editors. Final Cut Pro 3 also debuts OfflineRT, an offline format that holds up to five times as much footage as the DV format, and new professional colour correction tools previously available only in solutions costing tens of thousands of dollars more. Final Cut Pro 3 will be available this month for MacOS X and Mac OS 9Âˇ . G4 real-time effects utilise the power of the G4 Velocity Engine to deliver dual-stream, real-time effects such as cross-dissolves, titles and colour correction. Because this is the first dual-stream, real-time architecture with no add-in hardware requirements, even editors using Final Cut Pro 3 on a PowerBookG4

FOR ICOM'S S3 BILLION NETWORK ICOM (THE INTERNATIONAL COMMUNICATIONS AGENCY NETWORK) , one of the world's largest independent agency networks, has elected two members from each four geographic regions to serve as directors of the board for 2002. They are: Latin American Regional Director Rino Ferrari (Rino Publicidade, Sao Paulo), Latin American Director-at-Large Ricardo Vallenilla (Publiteca, Caracas), Europe/Middle East/Africa Regional Director Patrick Walhain (Dassas Group, Paris), European/Middle East/Africa Director-at-Large Frans Passet (WPC, Amsterdam). In the Asia Pacific: Regional Director Willie Garcia (Adformatix, Manila) and Asia/Pacific Director-at-Large David Walker (Walkers Advertising, Auckland) . The North American Regional Director is Frank Weyforth (Marketing.comm, Kansas City) and North American Director-at-Large Tom Eppes, Price/MeN abb, Charlotte. Board members are elected each year to lead the $3 billion independent network. The network's president and vice president are elected from among the board's members and serve for two years. The current president is Willie Garcia; vice president is Tom Eppes. ICOM offers clients an alternative to the huge and increasingly similar agency groups. With 75 members in so countries, the network is the most balanced of international independent agency networks offering a full range of integrated marketing and media communications services.

30 a001 MARKETINGCOMMUNICATIONS

have access to true real-time effects playback. The number and complexity of G4 real-time effects scale as processing power increases. Providing over 40 minutes of video per gigabyte of hard drive space, OfflineRT is an ideal format for mobile editing. Using a simple Fire Wire connection, editors can capture and transcode DV footage to OfflineRT on the fly. This means that editors can work with massive amounts of high-quality, timecode-accurate video-more than 24 hours on a Power Book's internal hard drivethat can be reconnected to the original source material, without having to resort to special external storage solutions. OfflineRT is the first native offline format available for DV, and it can also be used by editors working with standard definition or high definition formats. Final Cut Pro 3 also features a new set of professional colour correction tools, including primary and secondary colour correctors, range checking, zebra-stripe overlays, and waveform and vectorscope monitors, as well as a powerful set of controls to maintain broadcast-safe video levels. Final Cut Pro 3 and Apple's DVD Studio Pro form a complete system for professional digital content creation and delivery.

EXPLORES 9.11 NEWSWEEK HAS DECIDED TO TAKE ON THE WORLD AND HOW THE 9.n incident has or hasn't changed it. 'Issues 2002', the third in a series of annual reviews of global issues, hits international newsstands in December and will remain on sale through February 2002 . 'Issues 2002' invites leading thinkers , policy-makers and commentators to analyse the long-term impact of the 9.n event on the international community, on globalisation and on the economy. Contributors to this special issue include World Economic Forum President Klaus Schwab, Francis Fukuyama (author of 'The End of History and the Last Man'), Samuel Huntington (author of 'The Clash of Civilizations and the Remaking of World Order'), Stanley Fischer and Fareed Zakaria, Newsweek International Editor, and interview with U.S. Ambassador to the United Nations John Negroponte. "September n was one of those seismic events in history that changed America's view of itself and its role in the world. It also changed the way the rest of the world sees the lone superpower, said Newsweek Foreign Editor Michael Hirsh, one of the managing editors of the issue.

IIIII

BUSINESSWEEKICHINA: 15 YEARS OF SUCCESS

BUSINESSWEEK CHINA, THE LEADING international licensed business title in China, celebrated its 15th anniversary last month. Launched in December 1986, Business Week/China is the result of a co-

Aldences Increase for Fcuth Year Rlnilg FOR THE FOURTH SUCCESSIVE YEAR, THE Pan Asia Cross Media Survey 2oor (PAX) has found BBC World's audience to have grown in Southeast Asia. The weekly reach among business decision-makers covered by the survey increased from 15% to 16%. BBC World's audience also remains the most upscale. According to the survey, its business viewers earn an average of more than US$4,200 per month, more than any other news channel. Some 23% of BBC World's business viewers had made an overseas trip the previous week, a quarter more than the nearest business news channel, while the average traveller stays 25 nights away per year. Additionally, 90% of BBC World's audience is in markets free of restrictions on commercials. This is a far higher

operation between BusinessWeek, the world's largest-circulating business magazine, and CFERT, the publishing arm of China's Ministry of Foreign Trade and Economic Co-operation (MOFTEC). The anniversary was marked by the introduction of editorial from prominent opinion shapers in China. Wu Jing-Lian, a leading economist and researcher of the Development Centre of the State Council contributed the first article in the anniversary issue with a commentary on China's strategy for rapid and effective growth of the Chinese economy. Positioned for China's audience of senior managers and leading decision makers, BusinessWeek/China's team of editors in Beijing select articles from the North American and International editions of BusinessWeek to provide China's key executives with relevant coverage of cutting-edge management practices, market trends and technological developments from around the world.

proportion than any other channel available across the region. This release of audience figures is the prelude to the launch in January 2002 of new planning software, allowing advertisers and agencies to measure campaigns for regional channels among the upscale targets covered by PAX. This will provide the accountability across the Asia-Pacific which has been unavailable to date. Sunita Raj an, Deputy Director Airtime Sales, BBC World, says : "We are delighted to see the growth of BBC World in the AsiaPacific. Just as peoplemeter data has shown us matching the longer established news channels, PAX confirms that BBC World is reaching new audiences. The release of planning software and data in January will take media planning in Asia-Pacific to a new level of accountability, confirming the many benefits of international channels such as BBC World. We not only reach an elusive audience of international decision-makers, but we also provide value for money compared with terrestrials. Now, for the first time, we should be able to demonstrate this ." The PAX survey was conducted from July to October 2001 among 13,313 respondents in seven markets in Southeast Asia as well as Korea and India.

Lampu, Kamera,

Sombong. (Lights, Camera, Action) Hmm ... Sometimes it pays to get a good translator

English, Mandarin, Malay, Tamil, Arabic, Burmese, Japanese, Indonesian, Vietnamese, Thai, Urdu, Korean, Tagalog, Portugese, Polish, Russian, Spanish, Swedish, Cambodian, Danish, Finnish, French, Hindi, Italian, Turkish, Danish, Czech, Hungarian, Norwegian, Greek and more ... ( 'op~\\Iiting

Copywriting, Scriptwriting, Radio and Television Commercial Scripting, Press Releases, Annual Reports, Documentaries, Technical Manuals, Brand Names, Taglines, Legal and Medical Write-ups Editorials and more ...

Concept Development for Press, Radio and Television Commercials, Writing of Marketing, Advertising and other Proposals, Presentation of Proposals, Advertising, Marketing and Media Consultancy and more ...

(603) 9131 6753 Marvin or Raymond

Ifyou can't write right, call.

10 POINT PITCH GUIDE

THE ASSOCIATION OF ACCREDITED ADVERTISING AGENTS Malaysia (4As) and the Malaysian Advertisers Association (2As) have jointly issued a Malaysian guide on the procedure for making a fair advertising pitch. Now all it takes is some implementation ...

PREPARE ALL THE NECESSARY BACKGROUND INFORMATION Prepare an outline brief. Consider the role of advertising and other marketing communications and the potential contribution of the agency. Consider the type of agency required (e.g. in terms of size relative to budget and specification). Many of the following notes assume that the client is looking for a full-service or creative agency -but the essential advice applies to specialist media agencies too. Identify relevant existing advertising, which you rate highly. • Talk to colleagues in other companies. Seek credentials information from, and possibly talk with, selected agencies, which match the criteria in your outline brief. Be aware, however, of the dangers of information on your search becoming widely known. Evaluate the information against your check-list.

INVITE UP TO THREE AGENCIES TO PITCH (OR UP TO FOUR IF INCUMBENT INCLUDED) Decide on a positive list of up to 3 agencies only. If the incumbent agency is invited, the list can go up to 4· Don't be seduced into lengthening the list. Competing agencies should be aware of the number on the list and whether the incumbent agency is included. The client should confirm in writing whether the pitch process and the names of participants are confidential.

all the third-party, staff and associated cost. The minimum contribution, per agency, recommended by the 4A's is RM5,250 (inclusive of so/o GST)

GIVE BACKGROUND MARKET DATA, INTERPRETATION AND CLARIFICATION •

•

UNDERSTAND THE ROLES OF ALL THOSE INVOLVED ON BOTH SIDES, AND SET UP AN OBJECTIVE EVALUATION SYSTEM

•

THINK OF THE RESPONSE REQUIRED AND PREPARE AWRITTEN BRIEF ACCORDINGLY Prepare a concise but thorough written brief for the competing agencies. Identify and make clear all aspects on which the agencies' presentations will be judged and advise the approximate duration of the pitch presentation period. It must be clear from the brief whether strategic proposals alone are required or whether some creative ideas or a full creative pitch are expected. Agencies should respect the client's wishes in this. Be explicit about the nature of the services, which you expect to use. Indicate proposed remuneration and contract terms .

The client should be willing to share on a confidential basis, market data and other relevant research and allow agency personnel access to people in the company with whom they would work if appointed. Ensure that there is always a specified senior member of the client's company to handle all enquiries and meet requests of the agency- to ensure consistency of response. Don't underestimate the time involved of someone being fully available over a short period of time. Allow the same rules of access to all those pitching.

Ensure that all the decision makers have been fully briefed and that they are all present at each pitch. Advice the agencies of job titles and roles of those attending for the client. Establish an objective evaluation system for assessing each pitch. Ensure that the agency presentation teams include people who will actually work on the business. Allow enough time (perhaps 2 working days) for participants to attend, ask questions and discuss the presentations.

INSIST ON NECESSARY BUSINESS DISCIPLINES BEFORE AN APPOINTMENT IS MADE Ensure that the business side (contracts, remuneration and the management of the relationship) are discussed before an appointment is made.

DECIDE QUICKLY AND INFORM FAIRLY •

As soon as possible after all the presentations, normally no

more than one week (except in those special cases where it has been agreed to put competing creative work out to research) decide on the winning agency. Establish a firm procedure for notifying (both successful and unsuccessful) agencies of the decision. Ensure that all pitching agencies learn on the same day.

CONSIDER THE TIME NECESSARY FOR RESPONSE TO THE BRIEF

•

Prepare a firm timetable for the total pitching process and stick to it. Time must be allowed for constructive ideas between brief and presentation. Five weeks minimum is suggested for work to a full creative pitch (after all in an on-going relationship proper proposals take weeks or months to develop) .

HELP THE PROCESS BY DEMONSTRATING COMMITMENT WITH SOME FINANCIAL CONTRIBUTION •

The client should decide whether to make a contribution to the pitch. Some financial contribution (announced up front and the same offer to all agencies on the short-list) shows commitment and the seriousness of your intent. The objective is to motivate the agencies: the contribution is not likely to cover

32 a001 MARKETINGCOMMUNICATIONS

EMBRACE THE NEW AGENCY INTO ALONG-TERM RELATIONSHIP AND TREAT THE LOSING AGENCIES COURTEOUSLY •

After the pitch, give the losing agencies the courtesy of a full 'lost order' meeting. • Any losing agency must return all confidential material and information provided for the pitch to the client, and the client, on request, must return the losing agency pitch presentation. Honour the incumbent agency's contract, particularly with regard to the agreed notice period and payment of outstanding invoices. Ensure that they co-operate fully in a handover to the new agency, making sure that all materials belonging to the client, in accordance with the contract, are handed back to them. • Welcome the winning agency into the start of a long-lasting and mutually satisfying relationship.

FEELING MISERABLE THIS CHRISTMASP DON'T WORRY:

THE SAMARITAN CLOWNS AT O&M WILL SOON SORT YOU OUT by Drayton Bird

THE OTHER DAY AN old, very dear friend rang me up in a terrible state. She sounded quite suicidal and thought she was having a nervous breakdown. She would have been cheered up no end if she'd seen one of the new ads by Ogilvy & Mather for The Samaritans, the charity that helps people when they feel suicidal. They feature "humorous ads to raise funds this Christmas". One shows a fat man sitting on a rock. The semi-literate piece describing it said the idea was to "depict a series of normal people modelling nude parodying the infamous Woman's Institute calendar". Infamous? Why? Another -ad shows "charity collectors knocking on the door and abandoning their mission after it is opened by a man with two huge dogs".

Ho-ho-ho! That's just what you need when you're about to kill yourself: a few jokes from the amazingly talented creative chaps at Ogilvy & Mather. That is one point of view. The other, to which I adhere, is that these ads are stupid, irresponsible and unprofessional. Moreover they will not raise enough funds. Suicide is not a particularly hilarious subject- unless you work in an ad agency creative department, where life has little if anything to do with the real world. Even the most inappropriate treatment for a serious or even tragic subject seems a tremendously good idea if every now and then you just pop out to the toilet and snort a line or smoke a spliff for inspiration. Well, I know two people who do volunteer work for The Samaritans. They know from experience how people feel when they're desperate.

This advertising is an insult to them, to all the other volunteers and to everybody who has ever given money to the Samaritans - not to mention the poor souls they are supposed to help. One can usually find some scintilla of an idea lurking somewhere in every ad- in the ones I have described maybe it was to encourage those thinking of killing themselves to have a good laugh and not take it so seriously. If you've ever felt suicidal, you know that just doesn't work. And if you've never felt suicidal, just looking at some of the ads charities run will do the trick. Two footnotes . First, David Ogilvy once got me to critique a charity ad he wrote. It was for the WWF. It contained no jokes. Second, 0 & M have just slid down the Agency League, compiled by Marketing Week, from 4th to 8th place.

SIX CONTINENTS' NEW MARKETING APPROACH FOR ASIA PAC INTERNATIONAL HOTEL GROUP, SIX Continents Hotels Asia Pacific, which owns Inter-Continental, Crowne Plaza and Holiday Inn, is announcing its new approach in marketing for 2002. Worth an estimate of $20 million, this new approach will support up to IJO hotels. Together with a full marketing team in place, the group has named its core strategic partners to build stronger brands in the Asia Pacific market; namely BursonMarsteller Singapore as its public relations agency, M&C Saatchi as its creative agency and CIA Asia Pacific as its strategic communications agency to support its hotels in the region and its regional headquarters in Singapore. Six Continents Hotels Asia Pacific has selected these three agencies as part of a strong focus on positioning and leveraging its powerful brands. These appointments are in line with the growth and professionalism of this global hotel company, thereby marking its strategy to establish a new competitive standard for travel marketing in Asia Pacific. The engagement of Burson-Marsteller will include strategic communications consulting, media relations, issues management and additional project

support in five markets, while that of M&C Saatchi will include the building and positioning of the brands as well as strategic creative development. CIA

will plan overall communications and media strategy. "Six Continents Hotels is committed to building strong brands globally and the appointment of Burson-Marsteller, M&C Saatchi and CIA Asia Pacific as our core strategic partners reinforces that commitment. This fully integrated approach signifies a new way of working which empowers all team members in their ability to drive better overall solutions. As the biggest hotel company in Asia Pacific, we must lead the field in innovative marketing communications and we fully expect to see significant achievements from our new relationships to achieve our business results," said Lucinda Semark, Director of Strategic Brand Management and Development, Six Continents Hotels Asia Pacific.

a001 MARKETINGCOMMUNICATIONS 33

1HAVE NOT DATED ASINGLE MODEL I who wants to join us because we want to give the staff a career. But we had certain criteria in our international partner. First of all obviously, we need international business or else we don't have that critical part. We also need resources and we asked them to promise staff training. We went in with DMB&B because they fulfilled these

lately decided that he will leave the ad industry and try his hand at the museum business. ADOI decided to catch up with this adman and hear a few confessions ... You've been so long in the industry ... A very, very long time. You'd be surprised but I started as a an artist, a visualiser, in what we call the Malaysian Art Service in 1972. This was run by Francis Lim and a guy called John. And then from there on I moved to other jobs. The real advertising career actually began with Ogilvy in 1976, and then Ogilvy decided that they wanted to create Meridian as a second agency to Ogilvy. I was told to head up the Malaysian office. Then Michael Ball retired from Ogilvy and took over Meridian group and changed it into The Ball Partnership. I had a choice - to return to Ogilvy or go with the Ball Partnership. Actually I wanted to go back to Ogilvy but Michael spoke to me, so I went along with it, and I was with Ball Partnership. Ball Partnership then was sold to WCRS, a London based agency so they became Ball WCRS. And then after that both agencies sold to EURO advertising, and then when RSCG moved in I decided to start my own agency in 1992. That was Spider. Right from day one the plan was to merge with an international agency - or we would not be able to survive and it's not fair to the staff

34 aDOI MARKETINGCOMMUNICATIONS

Is it true you know everything about the business? Actually I have gone through almost all the departments in an advertising agency. I started off as a visualiser and I was doing FA as well. For a little while, I was an art director and then I was AE, then Accounts Supervisor and then I was Media manager heading Ogilvy' s media department. Then I decided to go back to account management as an account director. So it was good fun! What were some of your spectacular moments? Even from the very beginning when I was an art teacher, I felt that it was boring, so when I wanted to go into advertising I didn't know what advertising was about to tell you the truth. I thought since I could draw, I could be in advertising. So I decided to hold a one man exhibition and started to write application letters to all the agencies in K.L. None replied. So I said "Ok, you guys don't want to reply never mind" and I took my portfolio of fine art and went door-knocking. Everywhere they said "Oh you're in fine art, you're not commercial art". I thought that that's the end of my career

because nobody wanted me, the end of my hope into advertising. When I went to Malaysian Art School, in fact the partner said the same thing to me and I was very dejected. I said "This is my last effort, it's a small studio and yet they don't want me. So I better go back teaching." As I was walking out Francis Lim just came back from a meeting and he asked me "Hey, young man what are you doing?" I said " I came for an interview but you know not accepted." And he said he would talk to his partner again. That was a wonderful moment you know when you need it, somebody is there for you. And after many years of friendship with him he finally told me why he took me in. He said he was like me before when he went to Benson, Ogilvy's old days and all he was given this opportunity so he thought he wanted to give back an opportunity to somebody who has the determination. Then of course when I was in Ogilvy my father has this principle. 'Whatever you are, you must be the leader, if you are a beggar, you must be Chief of beggars, if you are a teacher you must be the headmaster' .So then I was thinking Oh, my God, I'm in advertising in an international agency, where would I have the chance to be a managing director? Little did I know when they started Meridian, the Ogilvy MD Jack Holton at that time, took me for lunch and said "TL we are starting this second network you will be the head of the agency for Meridian, K.L" and I said "Can I think about it?" He said "No, you can think about it now but after lunch you have to say yes." I had three very good staff who went with me at that time. My secretary Pik Joo, Mohd. Rosli my A.E and Chua Guat Eng, the copywriter. And the person who pushed me on was Rosli who said, "Since that we have crossed across the river or across the road we must never turn back, either we jump down from here and drown ourselves if we fail but we will never turn back." So we started to knock at doors and the first business actually was from Ogilvy's own client Sheltox.

"YOU EAT, YOU DREAM, YOU SLEEP ADVERTISING. IT'S A24 HOUR JOB, IF YOU ARE NOT COMMITTED, THEN DON'T BE IN IT."

NMY 30-YEAR ADVERTISING CAREER! .. My first outside client was Dreamland, and we came up with the slogan 'Tomorrow begins tonight'. We started from there - just two clients and we built it up. It was fun. And then you started Spider ... When I started Spider actually, if you ask me now would I want to do it again, I tell you I will be a chicken. I don't know what made me do it. Why I was so courageous? Maybe because I have good people around me. I mortgaged my house, I mortgaged everything that I had, because I said if I want to start, I don't want to start as an artshop, we have to be credible. So, we started a fullfledged agency. We had a beautiful office in Promet, we even had a karaoke lounge for staff and had a big launch ceremony. I actually never thought of whether I will lose all my money. If I lost all I would be out on the street owning nothing because I mortgaged everything. But I think at that time I was not afraid at all. I knew it would be successful because, I had very good colleagues in fact seven of them, highly professional, they're so committed although they were not shareholders . I think without the people around me. I wouldn't be able to do it. Then, in our first year we became the most creative agency and we won the Kancil! But of course there were very sad moments when the recession set im997 when we had no choice but to retrench some staff. It broke my heart actually, the whole agency turned into a funeral parlour. I didn't know which one to ask to leave. Everyone was loved by us and meant very much to us .

a lot of teamwork. And they ask what do you mean by hard work? Very simple you eat, you dream, you sleep advertising. It's a 24 hour job, if you are not committed than don't be in it. Some think to be in advertising is to be surrounded by beautiful girls and models. I'm proud to say that in my 30 years in advertising, I've

making it successful, I've done that with Spider. I've dreamt of being the most creative, I've done that with Spider. I think I've done enough and have achieved my dreams. And you are going to start a museum ... My father who is 88 years old has this dream, of starting Dr Sun Yat Sen's Museum. So he told me, "Son, you have achieved your dream can you help your father achieve his." So I had to choose. I've been talking to people who can help, and I have found people who are prepared to help me. It was a nice feeling just like when I started Spider. We, in advertising, know how to create niche markets and all that, so I decided to position the museum as a place dedicated to the part of his life that Sun Yat Sen spent in Penang. Sun Yat Sen stayed in Penang for 6 years, little did we all know that he married a Penangite before the Soong sister. When Sun Yat Sen won the revolution he took her back to China wanting to make her the first lady. Can you imagine if our Penangite became the first lady of China? But she went up to Macau and chickened out and came back to stay in Penang Road. I'm very excited now and enthusiastic over the museum, because the more that I read about it, the more that I talk to people. I'm getting very excited, as excited as when I started Spider. Hopefully this museum will materialise in a year or year and a half.

"ADVERTISING IS LIKE ADRUG, AND WE'RE LIKE DRUG ADDICTS. ONCE YOU TASTE IT YOU WILL NEVER LET GO!"

What advice would you give the young ones who are getting into advertising? Whenever the new ones come for an interview, my first question is 'Why do you want to be in advertising'? I always explain to them it's a lot of hard work, it's

not dated a single model. But my friends say "Wah TL you must have tons of girlfriends!", I have not dated a single model in my 30 years. What made you decide to leave? I will still be in advertising. Like I've told everybody, advertising is like a drug, you're like a drug addict. Once you taste it you will never let go and I don't think I can ever let go. But after 30 years and after achieving all that I wanted to for instance I've dreamt on becoming the head of a multinational agency, I've done that I've headed three multinational agencies. I've dreamt of having my own agency and

Do you have any thing you want to say to the industry because you have so many friends? Have fun, and I quote my late partner "One life, live it!" If you ask me if I had to live my life all over again will I be in advertising? Yes, I'll do it all over again.

"IF YOU ASK ME IF I HAD TO LIVE MY LIFE ALL OVER AGAIN WILL I BE IN ADVERTISING? YES, I'LL DO IT ALL OVER AGAIN."

a001 MARKETINGCOIIIIUNICATIONS 35

ADVERTISING expenditure (adex) in Malaysia is expected to grow by s% this year to RM3.26bil and by 4.5% to RM3 .4bil next year, according to Zenith Media Services (M) Sdn. Gerald Miranda , CEO of Zenith Media Bhd. The media service agency's latest forecasts for this year and next, mark a big change from those made in the middle of the year, when it predicted a 10.2% and 9.1% growth respectively. However, the agency said in a statement that 'the new projections still show an expanding advertising market with annual

THE ADVERTISING PROMOTIONAL Marketing Awards (APMA) recently acknowledged some of the best promotional marketing campaigns in the world. A total of 19 awards were given out, 7 of the awards were won by agencies from Europe, Asia was the only continent who did not win any awards. The Grand Prix was awarded to The Marketing Store, Brazil. Greg Bennett from Luna Bacardi Group/Aspen, USA was made International Promotion Marketing Professional of the Year. The Best Activity Generating Brand Volume which was awarded to the promotional marketing campaign that has been the most effective in increasing the brand volume, was won by Capital C, Canada and Lowe Porta and Partners whose clients were Hostess Frito Lay and Pepsi, and Unilever respectively. The Best Multi Disciplined Promotional Campaign where judges looked for

36 aoot MARKETINGCOMMUNICATIONS

ADEX EXPECTED TO GROW 5% expenditure setting successive new highs from now till 2004. "Malaysian advertising spending will decline from its 2I.f'/o expansion in 2000, which was an exceptional year, to s% this year and bottom out at 4% level over the next three years to reflect the current economic realities, "said its chief executive officer Gerald Miranda. According to the statement, Malaysia's projected growth rates also compare favourably with the regional forecast for the Asia-Pacific region, i.e minus 1% this year, a 2% growth next year, a 4Âˇ 3% growth in 2003, and 5.1% in 2004. "This recovery is now likely to be

outstanding creativity, consistency of message and whether set objectives have been met via the media mix went to The Marketing Store, Brazil for the campaign Marea Impecavel, the client was Fiat Automotives S.A. Saatchi & Saatchi, UK emerged winners in the Best Idea or Concept category which was awarded to genuinely new promotional ideas or fresh interpretation of established ideas. Submissions included promotional mechanics, channels of communications, types of incentives or merchandising items. Some of the other winners include Best Use of Advertising won by WOW Rapp Collins,NZ; The Best Use of Direct MarketingTarget Market, Israel; The Best Use of Innovative Communication Strategy - The Promarket Group, Israel; Best Use of New Media- Zipatoni, USA; Most Effective Long Term Promotional Marketing CampaignMagnesium, Belgium and Best Business to Business- The Sales Machine L&Z. Mexico.

gradual, but by 2004 we expect the country's GDP growth to be back up to around 6.5% and that means despite our current projections, advertising spending in the second half of our forecast period may show a strong upside bias," he said. Zenith Media forecasts global major media adex to shrink by 3-4% to US$316bil this year, but rebound to o.8% growth to US$318bil next year, 3.6% to US$33obil in 2003 and 5.3% to US$347bil in 2004.

LOWE LINTAS & Partners Asia Pacific recently announced that it has appointed Asit Mehra to the newly created position of executive vice president for Asia Pacific. He will report to regional president, Ian Creasey and will assume the role with immediate effect. At the same time, it is announced that the agency's two regional hub offices in Hong Kong and Singapore will be consolidated into one Singapore based office. Ronald Yue, chief executive officer of Lowe Lintas Asia Pacific, has decided to remain in Hong Kong and will assume a Consultancy role, working with Lowe Lintas's management team on developing growth strategies, particularly in Greater China, a key expansion target for the agency. Asit will be responsible for driving Lowe Lintas's strategic planning, regional growth and enhancing the region-wide network. He has spent 19 years working in the advertising industry, 14 of which have been spent at Lowe Lintas in a number of key management roles. Most recently, he was global category director, Unilever, based in London. There, Asit was responsible for developing global advertising strategy and the creative direction for Unilever's oral and hair categories. Prior to this position, he was international client director on Unilever, based in Mumbai, responsible for South Asia, Middle East and North Africa.

for every subscription we receive, RM30 or 30% will be donated to the Home of Peace- asanctuary for underprivileged children in Taman Seputeh, Kuala Lumpur. Name

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For Malaysia, make cheque payment to: SLEDGEHAMMER COMMUNICATIONS (M) SON BHD, 22 8, Jalan Tun Mohd Fuad 1, Taman Tun Dr Ismail, 60000 Kuala Lumpur. Tel: 603-7726 2588 Fax: 603-7726 2598 Email: ham @pop.jaring.com For Singapore, make cheque payment to: SLEDGEHAMMER COMMUNICATIONS (S) PTE LTD, 723A, North Bridge Road, Singapore 198691 . Tel : 65-297 2393 I 297 2392 Fax: 65-297 7270 Email: mcgpl @singnet @com.sg

141 WORLDWIDE GETS ALLIED DOMECQ 141 WORLDWIDE, THE GLOBAL INTEGRATED marketing communications network, has been appointed the exclusive marketing services agency for all Allied Domecq Spirits and Wines' major brands worldwide. 141 will be heavily involved in the strategic development of Allied Domecq's brands, as well as the execution of all key marketing services. 141' s appointment heralds a major realignment of Allied Domecq's agency partners, effectively moving marketing services from 139 agencies around the world into one. 141's appointment follows a major review

of worldwide agency support by Allied Domecq aimed at bringing added focus and stronger brand man.agement. 141 will be working with Allied Domecq to implement new trademark strategies, developed following a review process that was designed to deliver the opportunity to fully exploit the brand experience in all key markets. 141' s sister advertising company, Bates Worldwide, will take Above-the-line responsibility for Allied Domecq's core brands, Ballantine's and Tia Maria, across all its markets. Optimedia has been appointed Allied Domecq's worldwide media agency, working with their partner Zenith, in some

markets. The Cordiant Communicaions Branding & Design Division has been appointed with global responsibility for innovation, design and new product development. Michael Bungey, CEO of Cordiant Communications, which owns 141 Worldwide, Bates Worldwide, the Cordiant Branding & Design Division and a 25% share in Zenith Optimedia, commented: "This is a great global win for Cordiant, indicating our investment in building a fully integrated global communications company, and makes Allied Domecq one of our Top 5 global accounts."

WHICH AGENCIES DO AD EXECS LIKEP OGILVY & MATHER'S FORMIDABLE reputation continues to precede it. The network trounced rivals, topping media year-end measurement of the creative and account servicing reputation of ad agencies. Naturally, this made O&M the agency with it again in this year's poll. The majority of respondents all want to work for the agency, which is lead by regional chairman Miles Young, media's choice for its new Agency Head of the Year award. The sheer strength of 0& M' s creative and account servicing muscle meant that the fight was really for second place. BBDO and ].Walter Thompson were respectively honoured in second place for their creative and account servicing reputation respectively. In the mixed bag of media and ad agencies that respondents would most like to

work for, O&M was followed closely by Mindshare in second place, LeoBurnett in third, Zenith Media in fourth and Bartle Bogle Hegarty in fifth . The online poll went to 2,569 employees spread across more than 500 advertising and media agency offices in Asia. In all, 320 completed questionnaire forms, or 12.5 per cent of the total were returned to Asia Marketing Intelligence, which conducted the poll. According to AMI, no more than seven per cent of completed questionnaires came from one particular agency. More than 6o per cent of votes for the top agency came from employees outside of the top five agencies in the three ranking categories. The results of the survey show the attitudes towards advertising agencies among those who work in the industry.

Creative Work

JOLLIE LINGAN

O&M 8800 88H

R IR DP

Saatchi & Saatchi Leo Bumet

10%

15%

20%

25%

Account Servicing O&M JWT

Leo Burnet Saatchi & Saatchi

McCann Erickson

:II 0

Source: AMI

10%

15%

20%

25%

10%

15%

20%

25%

Would most like to work for O&M

MindShare

Leo Burnett Zenith Media

88H

38 aDOI MARKETINGCOMMUNICATIONS

Note :All votes fort' place were allocated a score of J, votes for :i'• place were allocated a score of 2 and votes for 3'• place were allocated of I . These scores were then re-calculated as percen rages to determine the winners

GET OUTTA HERE•.•

IN LAST MONTH'S ADOI, we reported that Jullie Lingan was newly-retired! We'd like to correct the statement as Jullie is still very active and up-andabout in the industry.

cards.

and Golf balls. advertising.

. ·-····

htirl-.mce then.) Due to time, money & reachability contstraints, we decided to give you this free Ad space,

to write your New Year resolutions...

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aDOI WISHES HAPPY NEW YEAR TO ALL OUR ADVERTISERS, SUBSCRIBERS AND READERS!