Adoi Malaysia 2001 January Issue

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INSIDE: IS TRUST DEAD? AD#1 FREE GLASSIFEDS, SHOCK ADS ARE OK, TWO-DAY CREATIVE WORKSHOP... i

This is n o t just a tv. This a p r o m o t i o n a l t o o l . A n d n o o n e p r o m o t e s b r a n d s o n t h i s m e d i a like w e d o . P e o p l e will g e t t o s e e y o u r b r a n d a t t h e m o s t u n h e a r d o f p l a c e s . B e f o r e t h e y y a w n . A f t e r a s h o w e r . O r a n y w h e r e e l s e y o u c a n think o f . W e call t h i s t h i n k i n g - o u t - o f - t h e - b o x . You c a n d o w h a t e v e r y o u like, it's like h a v i n g a t v s t a t i o n b e l o n g t o y o u .

Find o u t h o w television will n e v e r b e t h e s a m e a g a i n . Call u s a t B r a n d E n e r g y 0 3 2 5 5 1 1 7 7 .

Brand Energy is affiliated to Natseven TV Sdn. Bhd. (323221 A)

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Notes from the editor Hey, it's year 2001 already! Time for resolutions and revolutions.

Non-stop partying after the hectic Christmas, Hari Raya and New Year stretch will put anyone into the mood for respite and relief. Relief. That's whatI want to talk about. Have you noticed that you don't really

HIGHLIGHTS Creative Workshop

Pg 7

To MINI or not to MINI

Pg11

BBDO does the MAXIS with AXIS

Pg 16

Shivers Regal

Pg 21

Malaysia Boleh

Pg 22

WhassupP

Pg 30

AD#1 Free Classifieds

Pg 31

World's 10th most awarded country

Pg 34

notice anymore? That in this age of 'interactivity' you are actually 'channel surfing' life. Where attention span is fleeting. Where the more you observe the more it gets obscure. And bombardment of electronic information has taken over your life. That consumers are sitting in front of the TV but not really watching? That people are livingin their thoughts and not their present. This poses arresting questions about the way advertisers are approaching the issue of communication. Will an ad really work in this environment where everythinghas suddenly turned into a maze. The answer, to me, is simple - give your consumers a holiday. Give them a chance to have a sigh of relief. Give them a break. Give them space. Give them an opportunity to pause, reflect and sense their state of being. Advertisers who grasp this concept of slowing down in order to catch up with their audience will win the day. That by letting consumers switch off for a while, you'll have a better chance of switching them on. Advertisers who satisfy consumers who are starved for a little peace will connect better in this wired and tired world. The eternal mantra comes full circle - less is more. A recent report published by Dentsu in Japan summarises the situation with the statement 'humanity taps hidden power to counter digital invasion'. In a survey chronicling hit products since 1985, the study examines the mindset of today's consumer. Its key findings suggest that with the onset of benefits from digitalization, consumers are yearning for a return to the simple and

INTERACTIVE Live and die with Dot.Com model

Pg 20

Wake up call from America

Pg 24

Where is online banking heading?

Pg 26

ADVERTISING RESEARCH Global Internet audience figures

Pg 8

compassionate. In a backlash against the rapid advance of all things digital, real people who exhibited the power of humanity captivated the hearts of the public. More companies became involved in the business of delivering 'experience' to the consumer. Virtual reality and real life have stepped into the same ring, and this kind of fusion represents the consumption style of the new century. I believe 2001 will bear witness to more of the same of 2000. But how advertisers handle and harness this confusing cosmos will dictate the way forward for brands. Of course only the brave will go unplugged. But they will,I predict,

Likeable advertising

Pg 14

46 Country Pulse Report

Pg 32

OUTDOOR PPI and Levi's embrace in public

Pg 34

attract real attention. As is the case during this time of the year, we will see people movements. Ong Thiam Hiongplugs off from McCann-Erickson for new frontiers in the marketing domain while next month sees the departure of Lim Soo Kong, CEO of EURO-RSCG Omnilink. Word has it that she has found real happiness. Iwish the same to all our readers - real happiness. Respectfully always,

EVENTS & FESTIVALS Asia Pacific AdFest

Pg 28

MEDIA'S Annual Awards

Pg 28

FRESH Conference

Pg 32

MANAGING EDITOR: Harmandar Singh aka Ham PRINTER: Cetakrapi Sdn Bhd OFFICIAL PHOTOGRAPHER: Jen Siow DESIGNER: So Tiong Cheng COLOUR SEPARATOR: Screen Gallery Sdn Bhd ADVERTISING ENQUIRIES(Doreen): Sledgehammer Communications Sdn Bhd 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr. Ismail, 60000, Kuala Lumpur Tel: 03-7726 2588 Fax: 03-7722 5710 E-mail: doreenmal_2000@yahoo.com DISTRIBUTION: Efficient Lettershop, Mag Media Distributors HOUSE FONTS- FF EUREKA & BUREAU GROTESQUE: alt.TYPE. 32 Pekin Street, #03-01Far East Square, Singapore 048762 Tel: 236 2988.

ADOI magazine is published every month by Sledgehammer Communications Sdn Bhd (Company No: 289967-W) 228 Jalan Tun Mohd Fuad Satu, Taman Tun Br Ismail, 60000 Kuala Lumpur. Tel: 603-7726 2588. Fax: 603-7726 2598. Š All rights reserved by Sledgehammer Communications 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 responsibilityfor errors or omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

They complain about everything. C are too high. The Ministry reject Tony Lee has been helming Malaysia's

ad industry association (4As) for quite a few years now. And one thing he has been noted for is shooting straight. As year 200 drew to a close, with positive readings of growth in advertising expenditure (Adex) and the explosion of media options, Sledgehammer recaps the significant events that have made 2000 an unforgettable year for the industry at large... Mr President, you look very much at home at this teh tarik stall

This used to be one of my favourite joints back to those days I can't even remember. It must be in the mideighties and I used to live up the road for many years until two years ago when I moved out of Taman Tun. Man! I could sit here and yarn for hours. And you know what? The people who come here are 'real' people. Taxi drivers, construction workers, grass cutters, production house staff, photographers, publishers, even the Al Arqam guys. There are many such favourite stalls like this one and I keep patronising them because I have been patronising them all my life. Some things don't change and I am still searching for the perfect teh-tarik and the mother of all roti canais. Do you know where to find the best roti canai in the country? It is in Temoh, a very small town with only two roads between Tapah and Kampar in Perak near where I grew up. Member agencies always ask,"By the way, when is the 4AS going to do something to help me get more business?" You must feel like a sucker to get into the ad business. And even a bigger bigger sucker (for pain?) to be the 4AS President!

Ha-ha! I knew you'd ask me that. Well, firstly I do not own the 4AS though I wish; seeing the strong financial position of the organisation today. The 4AS is a trade association and one of its objectives is to assist its members by promoting the growth of the advertising agency business. By that I mean providing counsel in operations, professional management, development, all that stuff. But hey! some members actually expect the 4AS to win business for them. To open doors, to get approvals from the authorities, to extend credit terms. Yes,

I have received some strange requests and I'm quite sure my fellow Council members have had a run into one of these as well. However, there are many members who are objective and have made good suggestions and proposals to improve our lot. The Council has invariably acted upon them effectively. Pain? Yeah, you can say the ad business is painful but then which industry isn't? Maybe for the agencies it is more painful. I think this is because we have been struggling to gain recognition as a partner to clients and not merely as a supplier of advertising. It has been a long road but I am glad to see the improving relationships between client and agency in Malaysia. The funny thing is that many of us are not good at managing relationships. Usually, it ends up the worse over a small matter. I have been in the situation of a client complaining of the agency failings when he hasn't settled his bills for months! Then there is the client that doesn't like the colour blue when asked to comment on the creative idea. Imagine the frustration after spending days and nights on end working on a campaign, only to receive such a learned comment from the client? And when the campaign works it is the client's glory. But when the shit hits the fan, it is the Agency's fault. Don't get me wrong. Not all clients are like that. There are great clients whom I have worked with and enjoyed good relationships that have matured into friendships. I remember, the 4AS hosted members of Malaysian International Commerce and Industry (MICCI) earlier this year, with some prominent business community leaders in attendance; but turnout from the 4AS was pathetic. Wasn't that a waste of money?

I must admit that at times it can be very frustrating. I am elected to the post and work it part-time. I don't get paid nor do I receive any special perks. Yet at times, the effort put in seems wasted. Like the time at the MICCI function where the 4AS turnout was dismal. Very embarassing. I even received a written complaint from one of the MICCI members who was hoping to meet a few local ad agencies. Ham, I have been involved with the 4AS for

omputer software prices ed my storyboard. Fix it! nearly a decade. Come March 2001 when my term expires, it would have been 6 years as the President. I sat on the 4AS Council for three years before that. Now this is a very long time indeed. Yes, it is a thankless job. You can't please everyone. They complain about everything. Computer software prices are too high. What are you going to do about it? The Ministry rejected my storyboard. Do something about it. NST is leveling extra bank guarantee on me. What are you doing about it? (Pay your bills on time, damn it.) Even when their table at the Kancil Awards is so far at the back. Is your teh tarik cold? I'm supposed to be the Mr Fixit. I love the 4AS. I really do! You have been very vocal on the issues of MIM from both sides of the argument. The big question: Is it inevitable that MIM will have to go? How can our industry open up for its own good?

MIM is a government policy under the Finas Act. So it is not something that can be removed by any organisa­ tion or body. Only the government can change this policy. MIM has been around for almost 24 years now and it was primarily aimed at promoting the local film industry by protecting local production companies from foreign competition. I think MIM has served its purpose. We now have world class production companies and I know of a few who have been producing work for the international market, particularly for our southern neighbour..Currently, the government is promoting Malaysia globally at the forefront of technology with the flagship Multimedia Super Corridor and the like. I believe trade barriers like the MIM inevitably will go. It is a matter of time. You can't tell the world to come and invest in Malaysia but listen mate, you can't chew gum. The world is getting smaller and more open. The government is promoting self-regulation in the industry. The Communications & Multimedia Act 1998 provides for this through the Content Forum of which I am the Pro-tem Chairman. We are now busily drafting out the Content Code that will apply to broadcasting, advertising, the internet, premium rate services (those 600 numbers that you call for your 4D results or your

horoscope) and any sort of content transmitted or carried through the electronic medium. This Code, once adopted by the Communications & Multimedia Commission (CMC) would then form the guideline by which all of us will follow when we develop content, either in programming or advertising. No more approvals required. I applaud this move by the government and would be very proud to have led the Content Forum and the drafting of the code. I think all of us in the 4AS and in the advertising business should be proud of this. Our industry taking the lead and working together with other industries like the broadcasters, telcos and the internet players. Tell us Tony, what more can be done to help our lot? The business is getting more sophisticated and aimless at times...

There is a lot more to be done at all levels, Ham. The 4AS work is not finished and it will never be. With change being the only constant, we must be alert and work towards improving our profession right across the board. From raising creative standards, staff training, quality and the like. Businesses in all sectors are getting more sophisticated by the day. No different with ours. So we must match any progressive moves by our clients or be left behind. Just look at the media landscape today. Remember those days when even you or I could come out with a media plan? Then there is the Web as an emerging medium. Now, there is a whole lot of new stuff I don't understand but learning about everyday. What do you hate most about the Malaysian ad scene?

What I dislike most about the advertising industry are the people in it. Whoa! Did I hit a nerve there? Really, look at the amount of bitching and back-biting going on in our business. When an agency wins a new account, all sorts of rumours will fly. Oh, he knows this Dato' and so and so or he paid a lot of under-table money or she slept with the client. You know, that sort of thing? I remember those days when we competed fiercely with each other for an account but once the

dust is settled we get together - winner and loser, for a drink or some makan. This is the kind of spirit I'd like to see more of in the ad business. It is a lively and dynamic business with talented and nice people working in it! I meet up and talk with everyone as you know. Whether it is someone from a rival agency, production guys, media reps even the security guard at the Star. But I guess that's me and everyone has a different outlook. What do you love the most about our industry?

What I love and like most about the ad industry are the people. Yep, I have met and made friends with a cast of colourful characters I must say, including you, Ham. I am lucky to be in this exciting business and blessed with so many friends. I am truly honoured. We mentioned that you may not be seeking another term in office. Many people still want you. Look at me in the eye and tell us if your job is already done.

Another term? You gotta be kidding! Sure, a lot of our members tell me that I ought to continue with a 4th term as President with a slew of reasons for it. Some media owners even have the audacity to tell me so when they are not 4AS members. The truth is that I feel I should pass the mantle on to the next better person. The 4AS is today a very strong organisation. The Council members are active and represent the leaders of our industry. There are other very capable people not on the Council as well and hopefully they would step forward and contribute to the well being of the ad industry and perhaps shape it for the future. Ham, I have been at the helm for six years. Maybe I can do some more for the 4AS in particular and the ad industry as a whole. But heck, I have always had the entire council backing me on every move. Hence, I sincerely believe that the 4A.S will continue with its good work for the industry and thrive towards being the leading industry voice. Time for a change, I say. It is not about trying to better the one you succeed, it is about putting more on the table. I am confident that amongst all our industry leaders, there will be worthy successors. I am also confident

that my golf will certainly improve after that! What's your golf handicap? We need to make this official.

My official golf handicap as we speak is 25.8. I even got kicked out of the Main Course in my home club, KGNS. It is that bad, believe me. I know many people reading this will laugh and say I'm a big buaya. I recently scored a hole-in-one but my score card was a 100 plus! I was playing like a soft drink! Your support for the Kancil Awards is outspoken. In fact, you're the only President who also been the organising chairman of the Kancils for so many years. Has it been fun?

When I assumed the Chairmanship of the Kancil Awards many years ago, it was, at that time not only badly organised but also waning in its

ADOIMARKETINGCOMMUNICATIONS 5

Malaysian Association of the Blind? Oh, the proposed Malaysian Advertising Board. objective as our industry's premier creative award show and catalyst towards raising the bar in creative excellence year on year. I am very passionate about our advertising business and creativity is the key to all that we do. I simply wanted to commit towards the Kancils because it is our only big thing to show about our industry's progress. It is until today our showcase and I continue to persevere towards a successful Kancil every year. Kudos also to the creative council for ensuring the smooth

running of the judging. My job is only to put up the show (and get the sponsors), the easy part. You have just won the Batey Lifetime Achievement Award. Does that mean retirement is in the offing? You're so young.

Yeah, I have great respect for our group chairman, Ian Batey. I guess it was mutual. The Batey Group is very unique in its culture and approach to the advertising business. It is formed on a very human platform, one that is

openly humble yet strong in what we believe in. I am like that as a person. So, I fit. An unfair advantage. Retirement in the offing? No, I would never retire from working. It's my karma to continue working until the last day. Of course, I could get involved in other businesses too. How about an old folks home specifically for retired advertising people? I have to ask you this, since you're still the 4AS President. Sometime ago, the Malaysian Advertisers Association (MAA) proposed the setting of the Malaysian Advertising Board (MAB) but the 4AS declined. What's the inside track on this?

Malaysian Association of the Blind? Oh, the proposed Malaysian Advertising Board. No offence meant. The truth is that each organisation looks out for its own members. To impose our will (which is unavoidable if one is to do a credible job) on another trade organisation because the majority goes for it defeats the purpose of one being a member of a particular organisation. Secondly, if we seek a marketplace that would eventually be self-regulated, then any board for that matter is redundant. It is for these two reasons amongst others that the 4AS declined participation in the formation of the MAB as it was loosely called. You've moved into a new house in Bukit Damansara. Your agency is growing. People say you've made it. But let's talk about Tapah, where you were born

Yes I have moved into the house in Bukit Damansara almost two years ago. It's a lovely spot with lots of outdoor space which I like and lots of plants. I don't think it is a symbol of one

having made it. I merely wanted a nice home for my family and myself, one that is comfortable and practical. Sure, it is indeed a throwback from my growing up years in Tapah at the foothills of Cameron highlands. I really had fun in Tapah. All you need is a pair of shorts, a pair of slippers and if lucky a bicycle. Then you're all set to conquer the land. We had so little in creature comforts, yet we had so much in other things like nature and a close knit multi-racial community where every­ one helps one another. When I first came to the city to earn a living, I was shocked to see how suspicious everyone was of the other person. And envious too over personal possessions. Back in Tapah, the only thing we were envious of was that someone worked harder than the rest to attain a better crop. I have learnt to live in the city but still maintain and uphold my simple beliefs. I consider myself very lucky to have experienced both the simple and sophisticated. It helped shape my character. Tell us about Johnny Mun, your trusted second in command. I heard he started a fire at your agency a few months ago.

Johnny Mun is Chief Operating Officer in Batey Ads Malaysia and is more than my trusted second in command. He is a friend of more than 20 years old. We met when we shared a room in PJ during our teens. He is from Kuala Lipis and me from Tapah. Our paths crossed many times after that and for the last 10 years we have been working together. I have to admit, I did suspect he was the one who started the fire at the agency because after that incident, we had many enquiries for our services. An advertising stunt as they call it.

The President pays his dues

-

SO OUR LOVINGLY CRAFTED SHOT OF AN ACCOUNT EXECUTIVE WEARING SUSPENDERS GARNERED ZERO RESPONSE. AT LEAST WE GOT TO TAKE THE SHOT. who dreamt this whole event up, has asked us to write something more informative this time around. No doubt hoping that if we can make the whole event sound educational or illuminating someone might be tempted to attend. Not wanting to commit ourselves to that, we've decided to go with the chart you see below instead.

CREATIVE WORKSHOP AGENDA Day 1. Morning A breakdown of print advertising formulas. E.g. The visual pun, witty wordplay, negative headline, gratuitous twist, before

In case you're wondering (and we know you are) the lovely legs you see above belong to one of our more petite account executives. And, as you can imagine, poor Thomas had a horrible time on the shoot putting everything together, making extra sure to get the skirt hitched just right and all. Watching on carefully as I was (you know, just to make sure it was shot properly) I remember Thomas uttering something along very similar lines. 'It is very important to get the shot just right,' said Thomas with a straight face, 'Otherwise no one will attend our creative workshop.' The AE, being an AE and therefore genetically pre-programmed to dismiss any correlation between production values and an advertisement's effectiveness, seemed somewhat sceptical but any doubts were quickly dispelled by the authority with which I offered my agreement.

'Extremely important,' I said, motioning the stylist to make the fifteenth change of wardrobe for the evening. We had lots of miniskirts and enough knickers, suspenders and miscellaneous fluffy items to fill a Japanese vending machine. Good taste, in the form of a very carefully worded letter from Ham's lawyer/spiritual advisor, prevents us from getting into the exact details of what transpired. But we can tell you we exhausted all possibilities before finally settling for the black fishnet stockings with a pink ribbon attached, our reasoning being that symbolically it represented yet another victory of the dark side over the weakness of the flesh. Anyhow, it appears all our efforts were for naught. As in a big, whopping ZERO RESPONSE, that is. And Ham, being the poor bugger

& after, etc. Examples provided. Afternoon Participants will be given a brief and asked to write an ad using each separate formula. We will show how we went about the same task. The rest of the afternoon will be spent analysing the work the world's best writers and art directors. Photocopies of their advertisements will be distributed for future referance. Day 2. Morning A final review of the work. Understanding art direction is about understanding the idea. Copywriting by the numbers. Afternoon How to put a book together. How to get a job in advertising. How to win awards, even if you're working in a lousy agency How to play the game.

The Thomas Low and Ben Hunt Creative Workshop is still on for some strange reason at the PJ Hilton from Jan 19-20. For reservations call Joyce at Institut Sledgehammer on 03-7726 2588 or 7722 5710.

Letter to Editor

Dear Ham,

Making a wild guess on the judging panel at the recent NEW YORK FESTIVALS.... PAUL LOOSLEY The guru with the cap and wearing spectacles with the other guru bald headed. VICTOR NG the bald headed guy with Mr. Paul Loosley wearing a dark open neck shirt. LESLIE JEYAM Looking cool & comfortable in a T - Shirt, cleanly bald shaven and wearing spectacles. SA'AD HUSSEIN white shirt, smiling and looking confident to judge the entries. SZU "What else is new?".... my favourite creative guy in town....next to the only lady in the photograph. SUZANNE SCHOKMAN only female in the photograph. Didn't I hear Suzanne over the ASTRO Radio sometime ago? STEVEN NG looking downwards for the winning entry. Tall, thin and wearing a yellow, dark shirt. A creative turned film director. GRENVILLE FRANCIS next to Steven Ng big, bold and with a bagful creative ideas in a dark T-shirt. Ham, I hope my guess is 100% correct to win your complimentary one-year subscription of ADOI. Cheers, Season Greetings & Happy New Year to all at Sledgehammer Communications. Sincerely, Danny Lai, ARC - FORM

Design

(Congratultions-you'vewona complimentary one-year subscription to ADOI)

Expanded Global Internet IndexCoverage of InternetAudiences Reaches18 Countries Global portal providers retained

their leading positions on the latest Nielsen//NetRatings global Internet index, which was released recently. Nielsen//NetRatings, the world's largest and fastest growing Internet audience measurement service, is produced by ACNielsen eRatings.com (a venture between ACNielsen Corp., NYSE:ART and NetRatings, Inc., Nasdaq: NTRT), Nielsen Media Research and NetRatings, Inc. With the addition of information from the Netherlands, Nielsen//NetRatings

now reports on Internet audiences and advertising in 18 countries worldwide, representing more than 80 percent of the global Internet audience universe. New data from the Netherlands for the global index was added to existing coverage in the United States, Canada, Japan, Australia, New Zealand, Singapore, Hong Kong, Brazil, Germany, the UK, Ireland, Sweden, Denmark, Norway, Finland, France and Italy. The total estimated Internet audience universe in these countries is nearly 300 million individuals.

Nielsen//NetRatings Global Internet Index Table 1. Top 25 Web Properties, At-Home, October 2000 Rank By Unique Audience 1

Change in Rank vs. Sept 00

2

-

3 4 5

+1 -1

6

-

7

-

-

-

8

-

9

-

10

+2

11

-

12

-2

13 14 15

+8

16

-1 -1 -1

17

-

19

+1 -1

20

-

21

"5

22

+23

23

-

24

-

25

+2

18

Property

Unique Audience

Time Per Person

Yahoo! AOL Websites MSN Lycos Network Microsoft Excite@Home Walt Disney Internet Group AltaVista About The Human Internet Amazon NBC Internet Time Warner CNET Networks Ebay FortuneCity Real Networks LookSmart eUniverse Network

84,882,000

0:58:47

72,866,000

0:26:27

67,926,000

0:47:37

13,101,000

0:16:14

Go2Net

13,086,000

0:10:22

12,825,000

0:09:24

11,556,000 11,322,000

0:04:46

9,551,000

0:13:40

9,167,000

0:11:33

9,068,000

0:04:37

Ask Jeeves Macromedia Napster Sony Online American Greetings RJB Telcom

Source: Nielsen//NetRatings

8 ADOIMARKETINGCOMMUNIGATIONS

45,570,ooo

0:16:18

44,288,000

0:07:22

33,265,000

0:26:32

25,119,000

0:20:28

21,926,000

0:13:23

20,276,000

0:09:09

18,994,000

0:11:59

18,929,000

0:09:41

18,757,000

0:14:27

16,648,000

0:10:15

14,952,000

1:36:25

14,361,000

0:04:44

13,627,000

0:05:37

13,180,000

0:07:25

0:10:50

The rankings of Internet usage for the month of October show gains for Web properties, including Amazon, CNET Networks, eUniverse Network, Napster and RJB Telecom. CNET, which rose 8 places on the Index, and Napster, which gained 23 places, showed especially strong growth in Internet traffic during the month (see Table 1.) CNET's acquisition of ZDNet helped drive its traffic up, said David Day, director of analytics, ACNielsen eRatings.com, but Napster's success can be attributed to other factors. "Napster's remarkable growth, even in the face of legal difficulties, is testimony to the appeal of Peer-To-Peer, genuinely interactive sites," Day said. "Entertainment sites in general have the potential to do well at this time of year, with more indoor leisure time available to net surfers. Uproar, for example, an online gaming site which lies just outside the Top 25, gained 34 places on the rankings."

Yahoo!, AOL Websites and MSN retained their positions as the top three global Web properties in October, while Lycos Networks moved into fourth place and knocked Microsoft down to fifth. In addition, most measures of Internet usage by at-home users increased in October (see Table 2). "The rise in click rates for top banners suggests that talk of the death of banner advertising has been very premature," commented David Day. "At the same time, the duration of users' Internet sessions and their page views are holding steady. What this tells us is that Internet users are becoming more efficient as the medium matures, though they will still click through on the right offer. "The European online market is still driving this growth," Day added, "and as the market matures we can expect further convergence of the European and US numbers."

Nielsen//NetRatings Global Internet Index Table 2. Average Usage, At-Home, October 2000 Average Usage Number of Sessions per Month Page Views per Month Page Views per Surfing Session Time Spent per Month Time Spent During Surfing Session Duration of a Page viewed Average Click Rate for Top Banners Total Internet Audience Sample Active Internet Universe Current Internet Universe Estimate Source: Nielsen//NetRatings

October-oo

September-00

% Change

17

16

675

644

3-9 4-7

40

40

1.9

8:40:15

8:23:29

3-3

0:30:56

0:30:39

0.9

0:00:46

0:00:47

"1-3

0.51

0.46

9-7

152,292

142,826

6.6

164,969,909

I57Âť524>999

4-7

299,017,227

288,321,951

3-7

(yue)

Day

ov-

nigk+, e nligk+en yow^

target audience fk^ougk

+ke gt*eafeÂť* reade^skip of +ke

iSkinese Connection.

(mi Kg) i n I ig k + e n me k t

Is trust dead? by Hwa&Szu, CDs of BBDO Malaysia

When was the last time you visited

your doctor? The other day, feeling a little under the weather, I visited mine. She heard my complaints, took the usual unreadable notes, did a cursory once over, made me breathe in and breathe out and I was back in the waiting room. A few moments later I had medication in hand and oh, no MC. "Doctor says you don't need it." the nurse told me. I felt better already. Strange thing, trust. Because I trusted my doctor's opinion, I felt I was on the mend. 1 mean, those pills could have been mint placebos for all I knew. If only advertising was like that. If only there were more trust and faith, rather than suspicion. Is it me or are

there far more skeptics and cynics amongst consumers, clients and agency folks alike today. Step into a focus group today and you'll find consumers are more discerning with the things they see and downright cynical even. Some clients think the ideas you sell are purely for the purposes of snagging an award at Cannes and not because it will sell-out their products. Perhaps somewhere before, when they were new to the business, they were led down the garden path by an agency who did anything to win creative recognition at the expense of the brand. Which kind of spoils it for all the majority of well-intentioned agency people they meet later. Donald

Gunn, of the Gunn Report, has been documenting the curious phenomenon of award-winning ads also being ads that sell. Proof that very creative, relevant, cut-through, award-winning ads can also do wonders for sales. With

increasingly skeptical consumers, the ideas and ads have got to be better. And the best way for that to happen is for there to be faith and trust in the consumer-agency-client love triangle. Otherwise it could well spell the end.

As a global interactive player (Gi was listed as one of Adweek's top 3 interactive agencies in 1999) Gi has a wealth of case studies and knowledge on what works and what bombs. Having spent time developing online strategies for bricks and mortar companies such as Procter and Gamble and Wal Mart along with the new breed of clicks and mortar companies such as autobytel.com and ebay, Grey Direct InterActive here is able to tap into that experience. However, just as exciting is the work that is being done by eMMetrics who are the email-marketing arm of Grey Direct. Along with the rest of the guys here I was completely blown away with what they are capable of doing and at how cost-effective it is. The person who heads it up in NY, Jeanniey Mullen, has been working in that niche area for eight years! The last piece of the jigsaw was finding someone to head this up and develop it in Malaysia. We had worked quite a bit with Rene E Menezes in his 24/7 days and successfully pitched business together. Timing happened to be on our side and just when were looking Rene had decided to move on to pastures new. All we had to do was find a seat big enough to accommodate the big-man's XXL buttocks and we were in Rene has immediately business.

started to tap into the rest of the Gi network in Asia and across the globe and existing clients are already reaping the benefits of his knowledge and experience in the field. All this does not mean to say that next year we are going to be radically changing the way that we work. What it does mean is that we've added another weapon to the strategic armoury for relationship building. Of course as part of an integrated - or should I say integreyted - group at Grey we are always objective led anyway so it still comes back to using the most appropriate communication mix to achieve the maximum results. So before I get completely out of breath with enthusiastic trumpet use, I'll blast out one last reveille. Congratulations to all the team in creative and account management who helped Grey Direct InterActive in Malaysia pick up a finalist at the Echo Awards in the US. It was the first time we've ever entered here and five pieces from eight got through to the semis with the work on Kent picking up the award. Great work guys! Okay, as I start to go purple in the face let me just finally wish everyone in the Industry a successful and profitable 2001 (except where you are pitching against us obviously!) PS Having got fed up looking at the

picture that Ham puts at the top of all my articles and until someone volunteers to take a decent picture (if possible!) then I am seeking alternatives. This month my nephew demonstrates the value of a leaf in the rain at FRIM!! Rod welcomes your feedback, comments or your business by contacting him at rodGDI@grey.com.my

Sounding the trumpet! by Rod Strother, Grey Direct InterActive

I got a polite but nagging email from

Grey's own PR person - Susan Goh - a couple of days ago. Apparently I have been a little lax in blowing our trumpet of late. When I opened up the last issue of ADOI I realised that she might have been right - bugger all on Grey let alone Grey Direct InterActive! Oh, I forgot to mention - we changed our name (bloody hell Susan you're right, I have been lax). The decision to change the name was a pretty straightforward one and we only decided recently on what to call it. The thinking behind the change or addition in our 'product offering' started about 18 months ago. It was the result of two factors - the staggering growth of online marketing and Grey's global success with Gi (Grey Interactive). However the decision to go ahead and do something about it didn't come down to keeping up with the Joneses (or the Ogilvies or the Thompsons). It came down to the simple fact that it made marketing sense. We are supposed to be all about creating, building and developing profitable relationships with our customers. Part of that development is in understanding how and where that person wants to have a relationship. So how could we play our part effectively if we told Clients "ah, that part we don't do/want to do/understand"?

Did you know that more than half the readers of this magazine come from the top 200 Adex ranking of advertisers across all mayor media in Malaysia?

10 AD0IMARKETINGC0MMUNICATI0NS

To MINI or not to MINI? A few Fridays ago when Finas,

the national film corporation and POSTAM (Post Production & Animation Companies Malaysia) met to discuss the status of the Made-in-Malaysia ruling nobody knew what was going on. Finas quickly shrugged off POSTAM's MIM concerns as "nothing to do with Finas". Anyway, ADOI met up with POSTAM President Moon Chan to unravel the never-ending mystery.... Foreign commercials are shown n Malaysia television and yet we have a Made-in-Malaysia ruling

I am as confused as everyone else. If there's a rule, everyone must follow. But it looks like a free for all to me. The power lies with the Ministry of Information which only controls RTM i and 2 hut private tv stations come

under the purview of the Ministry of Energy, Communication &• Multimedia. So who's the boss? Your guess is as good

Are you against the abolishing of the MIM ruling in the wake of impending globalization and open borders?

I think we are ready to compete on the world stage. But this issue has got to do with being consistent with our rulings. It embarrasses me when foreign clients ask me what are the dos and don'ts. As President of POSTAM, I should have the answers; but this is not the case. We look very unprofessional to our valued clients because of this. If we cannot decide how to do business inside Malaysia, how will the world do business with us with the advent of globalisation. Is there a higher hand which is giving agencies and advertisers who flout the rules the green light to do so?

I don't know; but it may be possible. There's zero enforcement. Everybody's passing the buck. There's no central monitoring or govern­ ing body in place. So what do you expect? Local production houses who have invested millions in equipment are the ones on the losing end of the stick. And we don't know who to turn to, even though the ruling is clearly on our side. But I am told the content code which is meant to outline these guidelines will be presented soon to the pro-tem committee and then final tabling in parliament

The last time we heard about the content code was more than a year ago, when a draft was forwarded to us by the 4As who wanted us to ratify it in two days. Imagine going through a thick document which simply aped what was being done in England, without having the space and time for us to think it through. The draft even had references to England in it! Obviously a cut and paste job. We registered our objections to a lot of stuff in there. We never heard anything after that. So to answer your question, POSTAM is in the dark about the content code, if there ever is one on the way.

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Golden Star drops TVBI After 20 years, business finally came to a head for Golden Star Media and the world's leading Chinese serial producer TVBI Hong Kong. Citing irreconcilable differences, GSM had developed the TVB video advertising business to significant levels in recent years. Also affected by this move are over 700 Golden Star video outlets nationwide who will have to decide their future with newcomer HK-Movie

Entertainment who's been appointed the exclusive licensee effective this month for Malaysia and Brunei. For Wah Lai Toi, one of ASTRO's channels which carry TVB content, the window period will be shortened from one year to six months, making it more attractive to viewers. GSM, in the meantime, is looking at new media businesses given their proven track record is too good to be laid to waste.

VNU buys ACNielsen Just before Christmas, Dutch media giant VNU bought the entire ACNielsen group for a staggering US$2.3 billion at US$36.75 per share. This deal will be fully completed by the first quarter of this year. VNU had earlier acquired Nielsen Media Research in November 1999 after ACNielsen and Nielsen Media

Research were spun off separately in 1996 by the parent company. Now the two 'Nielsens' will be reunited under the same corporate roof. VNU is one of the world's leading media and information companies and also owns advertising trade magazine

San Francisco-based Internet professional services firm Organic said it would lay off 270 employees, roughly 25% of its total workforce. Co-founder and chairman Jonathan Nelson will also step down from his duties as CEO. Mark Kingdon has been named the new CEO. This follows a recent

announcement of lower-than-expected revenue and earnings for the fourth quarter of 2000. Like many I-services firms, which have taken a pummeling since the beginning of April's dot-com shakeout, Organic's stock price has slid

AdWee k.

Organic lays off 270 Star ups rates

Effective this month, The Star has increased its advertising rates. A full-

page black and white ad costs 8% more and a full-page colour ad costs 9% more.

DoubleClick cuts120 America's largest Internet advertising agency, DoubleClick Inc., has laid off 120 staff the latest sign of belttightening affecting about 10% of its workforce. The New York-based company is the third Internet ad agency to announce layoffs, a sign of a steep

decline in ad spending by dot-com companies. With the demise of many dot-com ventures that had been the Internet's most aggressive advertisers, this move does not come as a surprise. DoubleClick competitors 24/7 Media Inc. and Engage Inc. have also have cut workers recently.

more than 98% from a peak of $60 in Feb.

WPP lays off Y&R staff Less than a month after conqueror WPP Group took possession of Young & Rubicam, the axe has fallen. Since October about 100 employees have been laid off at Y&R. An estimated 80 of

them were in the corporate area that includes the legal, finance, pur­ chasing, information systems and human resources departments. 15 were laid off on the Y&R agency side.

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Likeable advertising, a solution to ad avoidance by Chris Howden, Creative Director Lowe lintas & Partners

This isn't rocket science and any

good adman worth their salt has probably been preaching much the same message to their clients. But now, it's more relevant than ever to produce "likeable" advertising. Why? Because Ad Avoidance is surging ahead in all developed markets. In some countries the figures are frightening for marketers. In a recent report, in Germany some 67% of people claim to avoid TV commercials as much as possible. Now that may be a sad indictment on the quality of German ads, but the reality is all markets are suffering and the figures are increasing. In the UK 52% of people claimed to be "ad avoiders" in 1998 compared to 39% in 1996. And it's not just TV. The figures are worse news for print - with 71% of newspaper readers claiming to avoid ads. A glimpse through our own thick tabloids crammed with mind-numbing ads should have alarm bells ringing in media departments. It's quality - not quantity that counts. So just why are people turning off advertising? There are several reasons: First of all it's easy to. Today the majority of homes with TVs have remote controls and there are an increasing number of channels to switch to. Just think about your own behaviour at home and how you flick

14 ADOIMARKETINGCOMMUNICATIONS

from channel to channel. There is increasing cynicism and distrust in developed societies towards traditional institutions, including corporations. Consumers are also marketing savvy and do not want to be duped. There is an explosion of advertising clutter and noise. Consumers are bombarded with more and more messages a day - and are confused and irritated. Advertisements are less enjoyable or likeable than they used to be. Since 1991, research has shown a steady decline in consumers who agreed to the statement: I enjoy ads as much as the programmes. In the US, 40% of consumers also said "advertising insulted their intelligence." (See Chart) So what is likeable advertising? Well first of all, it doesn't have to be funny. But generally it has some powerful ingredients that many clients (especially it appears in Germany) ignore or take out. The key ingredients are: • Entertaining, although not necessarily funny. • Intelligent, not just informative. • Respectful, not hectoring. • Talked about and can become famous. In short, likeable advertising engages the consumer. Consumers are more likely to remember and feel positively about a brand that has engaged them. In the US, 60% of the ads that tested well on 'likeability', surprise, surprise, went on to become sales winners. In South Africa, ads that performed well on the "most liked" scale had a recall of 28% compared to those on the "least liked" which only had a recall of 6%. In Asia Pacific, enjoyable or likeable creative has been shown to drive Awareness and to have a significant impact on both short term and long term sales. To help overcome Ad Avoidance, Lowe Lintas & Partners has developed proprietary planning tools and guiding principles to ensure that clients' communications strategies achieve better returns. These tools have been honed through a deep-rooted

Britain's best-loved beer commercials have propelled the brand to become the No. 1 grocery alcohol brand by value.

Animals, humour and kids - how can yougo wrong?

understanding of the growing problem of Ad Avoidance. Fundamental learnings are: 1. Ensure the brief and strategic idea is both relevant and compelling. Ad Avoiders do not respond well to devious, irrelevant advertising they are looking for friends they trust to help them in an increasingly complex world. Our proprietary planning tool, Insight Mine', helps ensure communications strategies are truly relevant, compelling and consumer-driven. 2. Ensure the creative work is likeable. Creative work must be entertaining, intelligent and respectful in order to engage. 3. Ensure the odds are stacked in favour of the ad in a media context. Smarter media planning is critical with the growing trend towards Ad Avoidance. Initiative Media, Lowe

Chart 3

Lintas & Partner's media specialist, has proprietary media tools which factor in the influence of Ad Avoidance in its planning approach. Ad Avoidance is growing. Quite simply, consumers give attention to ads they like and avoid those they don't. Being seen, enjoyed and remembered has been proven to have a positive effect on sales results. As Frank Lowe once rightly stated: "I believe there is a direct correlation between the consumer liking the advertising and liking the product". And don't let Award Shows cloud your thinking on what is likeable. The best pole is the consumer - not the advertising industry. In countries that run consumer poles, it's the likeable ads that Mum and Joe Average love that get the till ringing. Perhaps predic­ tably, babies, animals, humour and great music, score high every time.

— I I ^ I' pnams ipt"1

Efl# P*wi »hS$£,!L nine

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More than a million Malaysians read The Star everyday, including the odd fish or two.

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.

BBDO does Maxis with Axis After a gestation period of much less

than the prerequisite 9 months, BBDO Malaysia's new "Ultrasound" spot for Malaysia's leading telco, Maxis, has been completed with Axis Films. The story centers around a very personal moment between two

expectant parents watching an ultrasound of their unborn child. It seems the parents are together at the doctor's, but the father is away overseas, and the image was being transmitted into a cool PDA-type mobile.

"The setting is the year 2003," says Hwa, Creative Director at BBDO. "The technology isn't available right now, but in the near future. The point Maxis is driving at is that technology, today or tomorrow, is no good unless it makes a positive difference to people's lives."

"Telcos, ISPs, hardware makers and financial institutions all over the world are talking about the future; WAP, GPRS, 3G... it's confusing and scaring the hell out of consumers," adds Szu, CD at BBDO. "It's time to go back to the basics. Tell a human story that makes the future a lot less scary, a lot more normal." This commercial, was one of two 40 sec spots directed by Michael Warr and produced by Sheen of Axis.

Axis Holiday Bash What a night!

On December 15th

Axis Films held a party to thank all of the folks in the film community who had worked with them throughout the year. People they were thanking and who rolled up were guys like the

quarters of all the craft awards ever won for TV films in Malaysia. If a bomb fell on the party, advertisers would have to resort to Wayang Kulit for their TV ads. I don't know where we, and the rest of the industry, would be without

Paul and the girls varying degrees of ecstasy.

Sheen (left) and Khun Thorm (Film Factory Thailand) demonstrate their opinion of the band.

cameraman dynamic duo Cheong and Keong. Editors Affandi and Zaki and art directors like Teng Lum. VHS' Eddie and Moon and their team, APV's Geoff and his crowd, Finito's Mike Conkey, Tim Grass and their lot. Sound people like Sean and Dan from Addaudio. Equipment folks like Film Gear's Kevin, Saufie and Li (who kindly supplied the venue). FEG's Kana and of course all the great grips, sparks and crew too numerous to mention. Sheen from Axis said, " I hesitate to call these folks suppliers. They all work so hard and so constantly with us we are more like good friends. That's why they deserve a bit of fun at least once a year. What's more the film-making talent there on the night represented at least three

16 ADOIMARKETINGCOMMUNICATIONS

them". Paul Loosley of Axis showed once again that almost nothing embarrasses him as he sang and played guitar with a band made up from other Axis staff as they boogied through a tight set of Dylan, Joni Mitchell, Clapton and Hendrix songs. The band were; Ravi, Paul's Producer, on Bass guitar, common sense and calmness. Jack Nathan, Sheen's right-hand man at Axis Bazaar, on lead guitar, very long solos and channeling dead rock-stars. Gregg Lau, production co-ordinator, on keyboards, hair-gel and modesty. Nicole, Paul & Ravi's PA, on harmony vocals, aerobic gyrations and sniggering and Angie (a special guest ex-Axis) also on harmony vocals, ethnic charm and harsh language. Last but not

least, the very famous composer and guitar hero Jose Thomas of Addaudio, sent his son John to play drums and drive some genuine youthful energy into the group. In fact father and son jammed late into the night in an incendiary display of multigenerational virtuosity (that means that were shit-hot) until the cops closed them down. Nicole also sang some lovely Christmas songs with her very skillful acappela group. The sound was expertly handled by Music Machine. But perhaps more meaningfully, in the midst of all this madness, Steven Ang, Axis Films director and company weight watcher, expertly MC'd a lucky draw cajoling the crowd into dropping a significant RM3,ooo which was donated to a range of charities. The whole event was superbly organized by Brian Francis with his Axis team of Sue Anne, Penny, Tasha, Alan Goonting (who supplied an interesting Filipino band as a small diversion) Vivian and Delia. So all in all a splendid time was guaranteed for all. Same again next year? PS. Paul, don't give up your day job.

Steven Ang (right) the compere beyond compare.

"Bbpmirg Hmuuiiu,!

Hi m \' nmm 400

For an advertiser, It doesn't get any easierT Each month, 20,000 high income consumers pick up FHM and send RM8.80 from their pockets right into our coffers. The rest get sent to you.

8

i

FO I#

L

A Reference for the Rest of US! Ever stared at a blank layout pad a little too long for comfort? Ever given up and drawn sixty empty boxes on it? Ever then proceeded to write the product benefit (extra hot chili sauce, extra strong glue or whatever) ever so small in the bottom right-hand corner? Ever spent the rest of the day mindlessly filling in the boxes with visual analogies until you got something? Every day? Crikey man! The craft of advertising may be decidedly formulaic in nature but that doesn't mean you have to use the same one every time, you know. You could flex a bit of literary muscle with the occasional corny pun. Throw in the odd gratuitous twist. Write a joke about sex or religion. Even pen reams of drivel underneath a nonexistent headline every now and then for your grandmother to read. Bit stupid not to position yourself as an all rounder, eh? Still, if you're relatively new to this business you may not

be entirely sure how to cobble these sort of things together. In which case, you should attend Thomas Low and Ben Hunt's creative workshop. Strictly old school these two. Right down to the leather patches on their chalk stained tweed jackets. And they'll be spelling out all the formulas (or, at least, the ones they're aware of) at the PJ Hilton from Jan 19-20. The price is RM600 per head including meals and maybe a few stiff whiskeys at Ham's expense if pigs fly. For more information, contact Joyce at Institut Sledgehammer on (03) 7726 2588 or 7722 5710.

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1

To Live and Die by the Dot.Com Model

by Josh Sklar in New York,Global Chief Creative Officer CCG.XM

The way forward is not to take traditional agency people and throw them intn the deep end of an 'e-services solutions' shop simply... It's easy to see why the dot.com companies are all dying off like the mayflies they are. The real mystery is why it didn't happen a year or two sooner. But now the service companies that took advantage of those companies' ridiculous and unfathomable successes are meeting the same fate. Thousands upon thousands of consultants, interface specialists, information architects and, especially, non-billable management types are hitting the pavement with very confused looks on their faces. Hey, just in time for the holidays! I've heard some people ranting that it was completely expected (hindsight is 20/20, no?) because a service industry company can't expect to go public and succeed. It's a completely different model from those clients we work for. Of course that's ludicrous. There's more than ample evidence from the WPPs, Omnicoms, Cordiants and True Norths of the success rate of such companies. It's not raising funds in this manner that's the problem, it's falling into the same trap as those dot.coms of believing

your market capitalization can be 30X to ioox that of your actual revenues in a sustainable manner. Believing that your business model is all about raising the funds. Between November and December marchFIRST laid off 1,000 people, 25% of their staff. Organic axed 25%. Scient 25%. Agency.com 12%. iXL 850 of their folks. Icon MediaLab cut themselves loose from a fruitless US$86 million investment in their operations in Asia. And these are just the big names in this industry. Many more are shutting their doors permanently. In my column a few months ago, I mentioned a tour I took of these companies' headquarters here in New York. The problem I pointed out then was that these guys had no business plan. No way forward. Same as the dot.coms. They were all looking to grow as fast and as big as they could get while the publicly traded market was still hot - which, naturally, meant the level of quality, of service itself, was compromised. There becomes no viable product. There is just the brand and

US$i million a month for a very impressive building to house all the inexperience and hype. And yet they wonder why they're failing now but were very successful when they were lean, mean and focused. The way forward is not to take traditional agency people and throw them into the deep end of an 'e-services solutions' shop simply because they've always had some kind of an interest in the field or its potential. It's not to get any warm body they can to fill out their expansive nesting space. It's not about advertising on TV as marchFIRST did in America so the trading public can say, "Hey! Their commercial is hip. They must be good." It is, as I say month after month: hunker down, consider the objectives of your clients - even if they, themselves, aren't exactly sure, bring in people who have not only a passion but a passion mixed with experience and focus on the deliverable. Then when you spend time looking at your stock price, you won't be horrified and wonder when the pink slip will float your way.

Sure we love design, but it's not really advertising, is it?

byjullie

P. Lingan

When God created us in His image, Design was born, too. We look the way we look because He is a master of art. And our Nikes, Oakleys and iMacs look pretty darn good because some of us inherited His genes. You could say design is, to quote a young and aspiring designer in my workplace, "...the essence of life." {He probably quoted someone famous. But that's how much he loves his work.} And because design surrounds us, we take it for granted. We consume it shamelessly without fully realising how much it touches us. Or how it can help our clients' brands touch their customers. Agency designers do their best with product brochures and packaging and logos. (There's also the occasional

20 ADOIMARKETINGCOMMUNICATIONS

promoter girl's uniform, of course.} But the scope of the discipline extends far beyond pretty pictures and fancy typefaces. In an era of intense competition for both heart and mind, the consumer is more than king. Added-value is what he demands. From the products he consumes, from programming, even from the point-of-contact materials which assault him every day. Design has a role to play at every stage of the transaction process. Right down to the paper bag that carries Joe Block's new purchase. Design talks to the consumer. It relates to his values. It sells. Via shapes, symbols, lines, textures, even alphabets and numbers. As mobility increases and time

enters warpspeed, new structural solutions can solve old communication problems. Think websites, think installations, think 3D POSMs. Unfortunately, like poetry is to literature, design is perceived as the poor cousin of art (direction). And while the world of advertising has begun to embrace it as an expression of creativity, attitudes toward it remain blase. Art directors and copywriters continue to hurry past design pages in award annuals. Those with design accolades continue to suffer cynicism for being superflous. Which seems not only harsh but hypocritical. After all, isn't creativity suppose to be free of boundaries?

Shivers Regal

by Dean Johns

Whatever the gender of the model, or whether he/she is misused or abused, why drag the Almighty into a communication about booze?

Surely the most talked-about

advertising campaign in Sydney right now is a poster appearing all over town for Chivas Regal Whisky. The main illustration is a black and white shot of a leggy and very buxom person that we

assume to be a woman getting out of a car. This is the first problem. As the person's head is cropped off, thereby accentuating the generous display of cleavage, calf and (almost) crotch, women, or at least many of them who write newspaper columns, are taking a good deal of offence at the male chauvinism of the thing. And they are further incited to outrage by the headline, which adds insult to injury with the words "Yes, God is a man". In a desperate attempt to associate this in-your-face proposition with the product that the campaign purports to peddle, a golden-hued stripe running down the full depth of the poster's right hand side ends in a picture of a bottle of Chivas Regal Whisky, together with the copy line 'When you know' ™ Leaving aside entirely the question

of why anyone in his or her right mind would copywrite as limp a line as 'When you know', let alone go to all the trouble and expense of copyrighting the damn thing, what we have here is a very strange kettle of fish indeed. Why, we must ask ourselves, have they deprived the featured human of a head? To accentuate the blatancy of the proposition that, to prospective Chivas Regal consumers at least, women are nothing but lungs and legs? Or to try and conceal the fact that, as I've noticed the graffiti appearing on more and more of the posters is now proposing, the person pictured is not a woman at all but actually a drag queen? Which leads us straight to the question of the headline. Whatever the gender of the model, or whether he/she is misused or abused, why drag the

Almighty into a communication about booze? Not that I'm coming on all holierthan-thou here, you understand. I have no more than you do against the odd spot of sexism and blasphemy, for chrissakes. But I do draw the line at appalling advertising. And this little effort is about as dire as it gets. I'm sure the agency that perpetrated it and the client that paid the bills are utterly intoxicated by the thought of all the "free publicity" it's getting them. But on more sober consideration, perhaps they'll someday come to see that cheap notoriety can do a brand more harm than good. Particularly a brand that has pretensions to prestige. There was a time, I recall, when Chivas Regal campaigns were witty and classy and even made all the U.S. award annuals. The fact that such a heritage of great brand-building advertising can be so dissipated as to end-up in the gutter with dopey trash like this halfnaked women/drag queen/"Yes, God is a man"/"When you know"™ travesty, is enough to give any lover of great creative work the absolute screaming shivers. Dean Johns is a partner in Sydney-based regional creative/motivational consultancy CreAsia

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Shooting: Downtown Bronx or Downtown Brickfields?

In the spirit of 'Malaysia Boleh' the locally produced current TVC for Benson Er Hedges has gone global (aired). In what seems almost the norm for Malaysian advertisers to clone work done out of the West, the spots done by Dorland (Bates) and produced by Axis Films Malaysia proved otherwise. Originating from London, 'Word Pairs' is an extension of a global concept of visual metaphors associated to the ampersand theme. Rumoured to be one of the biggest productions for

22 ADOIMARKETINGCOMMUNICATIONS

Umm... How's the market??

2000, Steven Ang of Axis Films was the first 'local Director' to direct a B&H brand commercial in the last ten years. So impressed with the project that was supposedly meant for the local market, the principals at British American Tobacco Worldwide decided that it should be extended across the globe. The project consisting of seven word pairs had eleven individual vignettes involved and took a total of 10 shooting days to complete. Locations and the entire cast, both Caucasian

The TeamWraps Shoot... Syabas!

looking and locals were also sourced from within Malaysia. "The varied nature of the commercial made it a most interesting and challenging project as no postproduction trickery was used and amongst other things, it involved the team having to work with tigers, scuba diving in the open seas and even quickly picking up the ropes of rock climbing. As in a particular scene they had to perch ourselves up on a cliff of over 300 ft above the sea!" said Steven.

In summarising the entire project, Worldwide Creative Director of Bates, Dave Palmer claimed that it was "The best one yet!" and was of equal if not better standards than what was available in the West. Kudos to the team of Steven Ang (Film Director-Axis Films), Brian Francis (Producer/First AD-Axis Films), Keong and Din (D.O.P), Affandi (EditorMirage Post), Ahmad Sazali (Bates) and the rest of the deserving team! Malaysia Boleh!

Asia Pacific Adv-e-rtisinfr Fist/v-af

ASIA PACIFIC ADVERTISING FESTIVAL 4 th AP AdFest Entry Deadline 15 February 2001 Event Date 15-17 March 2001 Venue PEACH, Royal Cliff Beach Resort Hotel, Pattaya Chairman of Judging Panel and Keynote Speaker Mr. David Droga, Executive Creative Director, Saatchi & Saatchi, London New Convention Organizer Plannova Co., Ltd. 215/26-27 Pattanakarn Soi 74, Pattanakarn Road. Praves, Bangkok 10250 THAILAND Tel: (662) 722-3202 Fax: (662) 722-3203 Email: info@plannova.co.th

Applemasters Jen shines The AppleMasters program recognizes

a group of extraordinary people astronauts, photographers, authors, filmmakers, physicists, entrepreneurs and more who use Apple technology to help change the world. Have you ever noticed that people who have the greatest impact on the world think different? It does not matter who they are. They have the ability to convert ideas into realities using the human mind. Through a very special initiative called the AppleMasters program, Apple annually recognizes 100 people worldwide who make a difference in their respective fields of work using Apple products. Apple introduced the first AppleMasters program in the United States in 1996. Due to its tremendous success, it has grown across borders to include the United Kingdom, Australia and, as of November 2000, Asia. The AppleMasters program promotes three primary goals: Celebrating the achievements of people who are changing the world through their passion and vision. Introducing the creative minds of today to the generations of tomorrow. Inspiring

representing two generations and two regions. Each were given two hours to gather material using a digital video camera and two days to edit their favourite clips on the iMac using the

language and cultural issues. This will inspire the new generation to think different." The new Malaysian Applemasters are Advertising photographer, digital

new approaches to creative thinking and problem solving among leaders in their fields. At a recent inaugural event held in Singapore from Nov 8th to 10th, Apple celebrated the converging of 18 leading athletes, musicians, photographers, film directors, artists, educa­ tors and civic leaders and enterprising youth from five countries, namely, Hong Kong, Singapore, Malaysia, Thailand and the Philippines to come together and create a 2-minute movie using the Jen poses with other Malaysian AppleMasters and teachers and students Apple iMac and a software iMovie software so that they could called iMovie. produce a two-minute digital story that The objective of the event, was to reflected their individual vision of unite the AppleMasters across cultures youth, creativity and experience of age. and generations with the youth and Malaysian AppleMaster Jen Siow challenge each to communicate their said, "Today, only the Mac and iMovie vision through a new medium of digital make this kind of cross-cultural stories. exchange possible. Because only the The inaugural event included Mac and iMovie make it so easy for a special workshop for the 18 people to express themselves in ways AppleMasters and 18 students from they never could do before. With the different regions. During the Mac and iMovie, AppleMasters in Asia workshop, Apple paired two people, are telling stories that cut across both the AppleMaster and one youth

evangelist - Jen Siow, Cartoonist - Dato Mohd Nor Bin Khalid aka Lat, Writer, director, singer and actor - Afdlin Shauki and world-famous actress Michelle Yeoh. The four Malaysian students and teacher who took part in the programme are Azizan b. taha (teacher), Aini Hasanah bt. Abd. Mutalib, Azriq Aiman Bin Abdul Hamid, Darem Hakimi Bin Abdul Hamid and Hanaa Nadira bt. Baharuddin.

Newsflash from America "The Dot-Com Bubble has Burst"

by Kurt Crocker, Creative Director - Drayton Bird,Crocker & Mario

Editor's Note: Kurt submitted this article while on holiday in midwest America last month

The weather isn't the only thing

that's grown dead cold here in the U.S. The dot-com dream - America's hottest investment opportunity for the last few years - has become an entreprenuerial nightmare. Websites dedicated to e-commerce are dying in droves. And according to the invest­ ment watchdogs, the "carnage is just beginning." What an amazing change from the bullish cyber-sale mentality of just a few months ago. And remember the start of it all? Computer geeks with something to sell became zillionaires overnight. It was unimaginable then that it could all be undone as quickly and dynamically as it began. But ecommerce hotdogs who went, literally, from rags to unbelievable riches, are on the streets begging for jobs. The American TV news magazine, 60-Minutes, aired a story on the subject for their December 10 broadcast. They pointed out that internet stocks, once the undeniable darlings of investment advisors, were off an average of 70%. And a new animal has been spawned amidst the sad slew of e-commerce

24 ADOIMARKETINGCOMMUNIGATIONS

gurus who are going belly-up in jawdropping numbers. The "Vulture Capitalist". In the headier days when ecommerce start-ups were being touted as the IBM's and 3M's of the "inevitable" paperless frontier, Venture Capitalists were in a feeding frenzy. Now their alter-ego darkside has emerged in the form of Vulture Captialists, moneyhungry scavengers eager to sink their fangs into distressed e-commerce companies and buy them up on the cheap. According to the 60-Mmutes report, the Vulture Capitalists look for some measure of economic potential in assets like customer lists, or the solidity of the brand. Companies like APB News, who thought they could strike it rich as a site dedicated to crime reporting. After spending US$42 million in a single year to achieve a revenue of US$600,000 you can well imagine the joy of receiving a bail-out from anything or anyone - vulture or not. In fact, there's apparently a website that exists for sole purpose of

listing dying websites. The 60-Minutes gentlemen dared not speak its name so this is merely a guess: you can see the numbers for yourself at fuck.com. And the report's predictions? That 90% of all dot-coms not connected to an established company will be dead and gone within a year. What the hell has happened? The report points out that the internet's vast profit potential has been a badly drawn picture from the very beginning. All of the principles applied to 'real' companies - you know, the ones's with walls and doors and people and customers who actually walk in and exchange money with human beings face-to-face, were just thrown out the window. Somehow the rules changed, and they shouldn't have. Everyone, or at least the e-commerce marketers who are now dead meat, simply ignored such trivial things like profit and cost ratios. And to be regarded as a truly successful dot-com, you had to lose a ton of money. The new rule was, "the more money you lost, the more you were worth". But the value of practically every public-listed dot-com is a value that exist only on paper. Only our geeky zillionaire friends are rolling in dough that was not created by sales, but from the misty dreams of their blind-sided investors. At the start of all this mess, the assumption was that you just

h.M couldn't go wrong. And if you were in the business of offering investment advice and had the insight, or cahoonas, to not recommend dot-coms, you'd be fired. My favourite insight from the 60Minutes story came from an analyst who compared the dot-com investment mentality to the logic of people who buy land for future profit. These real estate investors rightly figure that when you buy land, eventually it will be worth a great deal of money. The better the land, the better your profit opportunities. You might have to wait a while, but the riches will come. Everyone thought about dot-coms the way real estate investors thought about land. But the problem is, in the cyberworld - there is no land.

THE FIRST NAME IN DIGITAL PHOTOGRAPHY NOW AN APPLEMASTER JEN STUDIO TEL : 03-77286227 FAX : 03-77277005 EMAIL : jensiow@pc.jaring.my WEBSITE http://www.jenstudio.com

Is Online Banking the end?

by Lesliejeyam, CEO Egency.com Sdn Bhd

How far has online banking come

since its inception (since 1995 in the US and 1999 in Malaysia)? According to eMarketer's eBanking Report, despite the rally cries of eCommerce analysts, online banking has yet to live up to its expectations. For at least 23 months, newspaper and magazine articles have been predicting the demise of traditional retail banking at the hands

of online banks. A little perspective is in order. Since their establishment, pure Internet banks have only accounted for 0.02% of $9.6 billion in FDIC-insured deposits by year-end 1999. Of the 18 billion billing transactions last year (in the US), just 4.2 million were handled online. Numbers are expected to remain low until companies begin to present bills online to their customers. Is there hope for internet banking? How many people do you know have an online account? Are they transferring money, paying bills and buying cars online? Well, maybe not buying cars just yet, it would be nice if I could buy spare parts and accessories in RM online, but many are using online accounts to check balances and to a certain degree transferring monies from one account to another account within the same organisation (inter­ bank transfers are not available at this time although the infrastructure has

been around for the last 20 years). Thus transferring your son's allowance via the Web is possible today. This is just some of what the future of online banking holds for Malaysians in the next 12 months. This would also be what online businesses will need to succeed. The analogy is simple, if Mr Common-Man starts to use the system, he will use the system for all his payment/ collection/buying needs. In the US, Internet-based banks accounted for a mere $9.6 billion of the $4.5 trillion FDIC-insured deposits in 1999. Only 4.2 million of over 18 billion bills paid in the US were handled through online bill payment services in 1999. So what went wrong? According to the report (eMarketer's eBanking Report), banks mistakenly followed the advice of eCommerce analysts too closely and disregarded their own intuition when developing their creative strategies, namely online banking. In particular, the eBanking

Turn your head and cough.

The press observes the condition of the ad industry's gonads allegedly used by some agencies to maximize revenue including agencies getting early payment discounts from production houses and not informing clients, delayed settlement of production house invoices, concealment of agency producer fees in production house estimates etc. AANA board member Paul Nix said, "Ideally, these (TV Productions) should be based on formal 1 f contracts which ensure b that arrangements between the parties are clearly Paul Loosley understood and each and IHii every transaction is transparent." (Incidentally The Australians have given this problem a name; they call it 'rorting'. I don't know why). Now I hope they don't B&T Australia reports that The think it's just a simple boil on the bum Australian Association of National Advertisers and the Advertising they're suffering from. If this particular affliction has struck, it's Federation of Australia are embarking more than likely to require major on an industry-wide campaign to stamp surgery. Because after you open up the out "dubious business practices"

SHUT-UP ABOUT ADVERTISIN

26 ADOIMARKETINGCOMMUNICATIONS

patient and start to tug at the entrails you may just expose other nasty maladies; bill padding, overnight banking of supplier's due payments, credit notes, and all manner of ailments hidden away back there. And curing these will require expensive and excruciatingly painful treatments like; across the board open book billings for production companies and agencies alike, fixed production company mark­ ups, fixed payment terms, published crew/location/studio/equipment rental rates. In fact the treatment may render the cure worse than the disease. It would take a surgeon of immense skill and commitment (and the balls of a Brahma bull) to pull that one off. A group called P3TV has set themselves up as consultants for the client to do just that. And the best of luck. But I'm sure they know, at first sight of the scalpel, a thousand voices will scream out 'please stop' or 'there's nothing wrong with me at all'. And best of all, "I demand to know who told you I had a problem?" Listen, I think I can hear them screaming already. As of writing, Media magazine (and every publication on the planet except for Hansard strangely) reports that

Report notes four false premises: • Retail banking is the same as retail commerce • Since online retail trading succeeded, online banking will succeed also • Internet banking is convenient • The affluence of Internet users equals profitability for Internet banks "Too many analysts began from false propositions when they argued why online banking would succeed," states Paul Mulligan, author of the eBanking Report. "Obviously, when you begin a business plan from an invalid premise, you're guaranteed disjunctive results." Banks will probably have more targeted web sites for corporate finance, offshore, finance and consumer banking (like maybank2u). This means that banks will become gateways for small packets of money being transferred at the speed of light from, and to, any corner of the globe. Now multiply that by a million transactions everyday and suddenly online banking will make traditional over-the-counter and TT-transfers obsolete. But will banks stop opening branches on the ground? I don't think so. Bates, O&M, McCann have withdrawn from the Singapore Creative Circle Awards. Bates' because of the scam ads issue. O&M because they objected to the fact that the rules have been changed and McCann-Erickson Singapore have decided on entering top international awards only. This horrid little virus causes what has been called 'terminal holier-than-thou syndrome'. Makes BSE look like a small head cold. It's a hysterical reaction to all ad awards. We have seen how the virus manifests itself in Singapore. In Malaysia it's different. People enter the awards, they attend the ceremony, go bananas for 4 hours and then no awards are given. In Hong Kong they change the name of the awards from something they don't like in English (Golden Junk) to something the English speakers can't pronounce (Kam Fan). And you may remember it struck the UK when the judges threw out all print ads in the D&AD awards as being below par. There is a rumoured treatment for this virus but again it's a bitter pill. A large dose of humility mixed with a dash of magnanimity and a pinch of selfconfidence. Just place it under your tongue until it dissolves. In closing the examination, Campaign UK reports that WPP has hacked 100 staff at Young & Rubicam following its take-over. This kind of preventive medicine; bits cut off to protect the greater whole, is of course, necessary. Unless you happen to be one of the bits. Take two aspirins and call me in the morning. PS: Physician heal thyself?

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Action! KL's first English movie set to roll Comprising a nearly all-local cast and

crew, the action-cum-comedy flick will carry a generous dose of martial arts such as gongfu, silat and silambam Malaysia's first locally-produced English feature film is set to roll soon. Titled Deadly Disciple, it will be an action-cum-comedy flick. Dynacoral Productions Sdn Bhd and SM Productions (M) Sdn Bhd are about to launch the first Hollywoodtype feature film made for the local and international markets. Financed locally, the movie boasts

an almost all-local cast and crew. Written by local screen writer Chirum, it will have thrilling martial arts fight sequences and special effects. In true Malaysian spirit, it will feature a powerful combination of silat, gongfu and silambam, for the first time ever on the silver screen. Auditions have been on to search for local talents to star in the movie, as newcomers with little experience are being sought to give a fresh feel to the story. The hero, for some reason, is from

Bombay. But, beautiful young women of Chinese and Caucasian descent have auditioned for the lead female role and supporting roles, respectively. Multi-lingual and multi-cultural, the movie will feature a mixture of Asian languages, but will carry subtitles. The movie is set for release in Malaysia in May, other Asian countries by June and Singapore in August next year. Detailing the story line, SM Prooductions director S. Mohan said: "An evil man arranges a contest of

martial arts of the best in the world so he can steal the contestants' powers. "The first person he kills and absorbs the power from is the hero. In Heaven, he meets Bruce Lee who is made to teach the dead hero how to fight. "The hero masters the art and is returned to Earth to win the contest. But he forgets his brief encounter in heaven." Shooting is set to commence this month in Malacca, Kuala Lumpur and at the e-Village.

MEDIA'S Annual Agency of the Year Awards AGENCY OF THE YEAR

AGENCY PERSON OF THE YEAR

Saatchi & Saatchi Finalists: Ogilvy & Mather, BBDO, Leo Burnett Previous winners: Ogilvy & Mather (1998 and 1999), Dentsu Young & Rubicam (1997), Bates (1996), Leo Burnett (1995), JWT (1994 and 1993), Bates (1992)

Joint winners: Mr Jeffrey Yu, president Bates Asia and chairman HK4AS, and Mr Barry Owen, executive creative director, Ogilvy & Mather Asia-Pacific Previous winners: Mr Chris Jaques, chairman, BBDO Asia (1999); Mr Ian Batey, chairman, Batey Ads (1997); Joint Award - Allen Chichester (Leo Burnett), chairman of the Hong Kong 4AS, and Rodney Tam (Triangle Pacific), inaugural chairman of the Hong Kong Independent Advertising Agencies Association (1996); Dato Jaffar Mohd Ali, Malaysian Advertisers Association (1995)

MEDIA AGENCY OF THE YEAR

CIA Medianetwork Finalists: Zenith, MindShare, Optimum Media Direction, Starcom Previous winner: Optimum Media Direction (1999), Zenith (1998) ADVERTISER OF THE YEAR

Bayer Philippines Certificate of Excellence: Nokia Mobile Phones Singapore; Asia-Pacific Breweries/Heineken Singapore. Previous winners: Mi Mobile Telephones, Singapore (1999); Nokia Asia (1998); Speedpost - Hongkong Post (1997); Nokia Asia (1996), Petroleum Authority of Thailand - PTT (1995); Mass Transit Railway, Hong Kong (1994) BEST USE OF MEDIA

Optimum Media Direction for Sunday/Saltimbanco MTR Journey Certificates of Excellence: McCann-Erickson for Cathay Pacific; Starcom Thailand for Bank of Asia Previous winners: Zenith for Nokia MTV I-Pop (1999); MindShare Beijing/Kit Kat, Nestle China (1998); Chaitra Leo Burnett (India)/Procter & Gamble (1997); JWT Taiwan/BRS Nike Taiwan (1996); JWT Taiwan/Ford Li-Ho Festiva (1995); Leo Burnett Thailand/American International Assurance (1994) MEDIA PERSON OF THE YEAR

Ms Sharon Soh, CIA Medianetwork Singapore Certificate of Excellence: Ms Nguyen Thi To Uyen, Leo Burnett/M&T Vietnam Previous winners: Ms Ruth Stubbs, Euro RSCG Partnership Hong Kong (1999)

Asia-Pacific AdFest calls Advertising agencies and production

houses are invited to submit entries for the 4th Asia Pacific Advertising Festival (AdFest) to be held in Pattaya,

Thailand, on March 15-17. Entries for the competition must reach the AdFest office in Bangkok by Feb 15. To be eligible, ads must have

SUIT OF THE YEAR

Mr Jeff Ho, Leo Burnett Hong Kong Previous winners: Mr Billboard Kwok, Ogilvy & Mather Beijing (1999); Ms Mirchelle Leung, Euro RSCG Hong Kong (1998), Ms Sarah Hale, Ogilvy & Mather Hong Kong (1997), Ms Chris Leong, Bates Singapore (1996), Mr Andrew Christy, Leo Burnett Hong Kong (1995), Ms Charlotte Kwok, Saatchi & Saatchi Hong Kong (1994) ASIAN CREATIVE AD OF THE YEAR

The Sunday campaigns Client: Sunday Telecommunications Agency: BBDO Previous winners: Singapore Navy, Saatchi & Saatchi Singapore (1999); United Wine & Distillery Co "Black Cat", Results Thailand; Hongkong Bank "Fisherman", Bates Hong Kong (1996); Telecom Asia "Daddy", Leo Burnett Thailand (1995); MTV Asia "Ear Cleaner", Mahesh Murthy/Shashanka Ghosh (1994) CHINA AD CAMPAIGN OF THE YEAR

Unicef, Saatchi & Saatchi China Certificate of Excellence: NetEase, Saatchi & Saatchi China Previous winners: Beijing Sanyuan Foods, Ogilvy & Mather Beijing (1999), Ericsson China/Batey Ads Hong Kong (1997); no "Best" winner in 1996, Procter & Gamble "Rejoice Shampoo"/Leo Burnett (1995); Xian-Janssen "Daktarin'/Saatchi & Saatchi (1994) been commercially screened, published or erected in a public place for the first time between Jan 1 and Dec 31 2000. For the first time, AdFest will also feature an exhibition of production houses, media owners and software and the latest technology specialists. Adfest also displays the entries it

receives, giving delegates the chance to absorb and learn, and exchange opinions with their colleagues. The creative show is supplemented with international speakers who provide further visions on creativity around the world. For details, e-mail info@plannova.co.th

Media buyers, media planners, media managers, media directors read lots every day. The good news is that they also read this magazine every month of the year. 28 ADOIMARKETINGGOMMUNICATIONS

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Institute Sledgehammer open for new intake Institute Sledgehammer School of Communication Studies hit the road last month in its annual drive to recruit school-leavers for its February intake. Those interested in Institute Sledgehammer's

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London - Whole world wants to know'Wbassup?'

By Harriet Marsh

success? First off, it's a great idea,

had 69 versions available for viewing

brilliantly done. And like many of the

on its site, which also pays homage to

best ideas, its simplicity makes it easy

the campaign's creators, Charles Stone,

to imitate.

who appears in the ads, and Vinny

DDB Chicago has broadcast four branded executions of the campaign on

Warren, associate creative director at DDB Chicago.

TV and in cinemas across the U.S. and

Warren admits he is amazed at the

U.K., including one called "Wasabi" in

extent to which people have adopted

which one of the characters from the

his campaign: "It has become slightly

original campaign persuades the staff

insane," he says. "I get e-mails from the

of an entire Japanese restaurant to

people who have been creating the

shout "Wasabi", much to his girlfriend's

spoof versions. The old people version

embarrassment.

was created by a bunch in Canada".

Yet there is now a cottage industry

DDB Chicago says it can no longer

of close to 70 unauthorized versions of

estimate the value to the brand of what

the campaign in circulation.

has become a marketing phenomenon.

is

one

representing

There age

"Between January and August in

demographic and sexual orientation

the U.S. alone, our media people

and

several

every

cartoon

conservatively estimated that the free

characters, including Superman saying

starring

media coverage was worth around $20

Whassup to Batman, who is later joined

million", says Hoffar.

In lots of ways it should have been a

with a victorious "Whassup?!" It was

by Wonder Woman, Robin and The

TV campaign that didn't travel well. A

even heard in the highly conservative

Flash. There are at least two British

The

agency

also

remains

unpertubed by the content in the spoof

Philadelphia

environment of the World Matchplay

versions where the protagonists ask

version: "They say imitation is the

hanging out, having a Bud, watching

golf tournament at Wentworth, from

"What are you doing?" and reply,

greatest

the game, who all greet each other with

the lips of winner Lee Westwood as he

"Watching the cricket, having a cup of

comments.

the rasping phrase "Whassup?!" It's a

turned to his caddy after the winning

tea." There are also versions featuring

quintessentially American campaign,

shot.

the Pope, "South Park" characters, and

bunch

of

guys

from

yet it has taken the U.K. by storm.

But there's more to it than that.

The Budweiser ads have only been

The campaign has taken on a life of its

form

Ultimately

of the

flattery,:

she

"Whassup"

ads

prove that great campaigns can now have a global audience, whether the

scenes from "The Matrix". As each new unauthorized version

client has the budget for it or not. They

running in the U.K. for a while but

own via the Internet. Fans of the ads

appears it is spread across the globe via

also show the pervasive influence of

have already established "Whassup" as

are creating their own versions and

e-mail.

the U.S. in popular culture.

part of the popular lexicon.

putting them on the Web. To date, the

"Any place that has the Internet,

"The fact is that for a long time

Suddenly the English, well known

campaign has only paid for TV spots in

has 'Whassup'," admits Amy Hoffar,

America has stood for everyland," says

for their reserve, are sticking out their

the U.K. and U.S. yet DDB Worldwide,

director of marketing communications

Mark Wnek, partner at Euro RSCG

tongues like lap dogs, and joining the

the agency responsible for it, has

at DDB Chicago.

Wnek Gosper, who was among the

chorus of "Whassup."

gotten feedback from as far away as

The campaign is no longer being

judges that awarded the campaign the

When Thierry Henry scored his

Iceland and Bali. The "Whassup" line is

controlled

has

Grand Prix at the Cannes Internatinal

winning goal for Arsenal against arch

particularly popular in France, yet the

developed its own momentum through

Film Festival last June. "The American

rival

TV ads can't be shown there because of

the phenomenon of viral marketing.

street is now everyone's street".

a ban on alcohol advertising.

On the Internet certain sites, such as

Manchester

United

in

one

of England's biggest soccer fixtures recently, he greeted the ecstatic fans

30 ADOIMARKETINGCOMMUNICATIONS

So what's behind the campaign's

by

the

agency.

It

www.adcritic.com and www.trevc.net

As the boys from Bud would say, true. (Story from AdAge Global)

A D #1

FREE CLASSIFIEDS

Just e-mail your recruitment messages (30 words max) to ham@pop.jaring.my and they will be read by over 10,000 readers and also hosted on our website FREE at http://adoi.jooze.com/ What are you waiting for? Messages will appear subject to availability of space. We are an established company specialising in photography and digital imaging. And in line with our expansion plan into Digital Photography, we invite suitable candidate to apply for the following positions JUNIOR PRINT PRODUCERS - SPM or equivalent - Must be able to coordinate, plan and do administrative function - Able to communicate at all levels - Posses B2 fa- D driving license DIGITAL OPERATOR - Knowledge in Photoshop is essential - Ability to learn new software - Hardware and software (PC fa Mac) ASSISTANT PHOTOGRAPHER (MALE) - SPM or equivalent - Preferably Art based - Fresh graduates are encouraged to apply - Posses B2 fa D driving license Have you found the key to success? Do you consider yourself intellegant, result orientated, self-motivated and with passion in MARKET RESEARCH, please send your CV to hr@acnielsen.com.my We are looking for RARE CREATIVE BRAINS. If you are a strategic thinker, a craftsman of copy or art and an idea person, please call Michael Tang at 4042 0222. Who knows, you may get to be a CD. Only those who engages brains before words need to call. An international, fully integrated designer and manufacturer of high-end signage seeks 2 ENVIRONMENTAL GRAPHIC DESIGNERS for creative design solutions. Resourceful designers with graphics, architecture or industrial design background to send resume to Robert Ho, Signtech (Malaysia) Sdn Bhd, Lot 2, Jalan 7, Cheras Jaya, 43200 Balakong, Selangor, Malaysia or e-mail signtec@po.jaring.my" It may be a dog eat dog world out there. But if you're looking for work with agency faithful to its employees and loyal to its customers, DOGGIE ADVERTISING is hiring an ART DIRECTOR, DESIGNER and ACCOUNT EXECUTIVE. If you've got something to bark about, drop us an email at doggie98@tm.net.my or fax us at 03-40456872. ADOI looking for WRITERS. Email ham@pop.jaring.my MARKETING EXECUTIVE For Training Organisation Female Bumiputra, graduate in any discipline, with some working experience, possesing excellent interpersonal skills, people oriented, based in Jin Ampang. Attractive salary plus incentive. Call 03-21611890 for immediate discussion.email to amarbcm@pd.jaring.my FRELANCE CONSULTANTS FOR TRAINING Organisation All areas including behavioural skills, customer service, production fa operations, maintenance, IT. Sales famarketing, required for facilitating training programmes, past working experience essential, excellent interpersonal skills, people oriented. Attractive salary plus incentive Call for immediate discussion.e-mail to 03-21611890 amarbcm@pd.jaring.my CAA CENTRAL ACADEMY OF ART. Posts of Visiting LECTURERS Available. Preferably from Overseas. To teach Art & Design. Please fax resume to03-7810607. COPYWRITER. i-3yrs experience wanted by one of the pioneer full service agency in Malaysia. Call Roots, Shoots fa Froots Sdn. Bhd. at 03-7877 7289 (Mr. Chin) or email: jwchin@roots.com.my PRODUCER. With 5 years working experience in Multiple Camera Production, Single Camera Studio/Out door Shoot, TV Commercial and Feature Film would be an advantage. Able to think creatively from concept to storyboard in any given situation. Able to write scripts - both single and double column format and able to handle production budget and long hours of work. Mail detailed resume and have showreel ready for viewing. Mail to our PO BOX 10263, 50708 KL, Malaysia. Attention : Senior Producer.

e-magination.com, a fast growing e-communications consultancy of a regional marcom network, is seeking dynamic, ambitious professionals for the following positions: INTERACTIVE WRITER/EXECUTIVE • Degree holder • Lateral thinker with ability to conceptualise ideas • Impeccable command of the English language • Excellent presentation skills • Thrives on pressure INTERACTIVE DESIGNER • Keen eye for detail • Fluent in Marcromedia Dreamweaver, Flash & Director • Ambition to win awards If you think you can meet the challenge of these demanding roles, please contact Kenneth at 2800686 or email your cv to emagine@magix.com.sg

Wanted: Tough guys to wrestle with mouse. COPYWRITER and WEB DESIGNER needed by internationally affiliated interactive agency. Minimum 3 years experience and Net savvy. (Tag teams welcome.) Sze: 03-78806933.

TELEVISION AIRTIME SERVICES has immediate vacancy for Communications Executive. Degree or Diploma holders with 1-2 years experience. Interested, please call 03-519 2755 or

PR/EVENTS EXECUTIVE. Exhibition company is looking for a PR/Events Executive responsible for providing marketing communications support to the exhibition project teams. Only candidates with excellent written English should apply. Experience in PR, exhibition or events management would be an advantage. Email CV to arasi@protemp.com.my

fax 03-519 3755.

PDQ is a fully integrated marketing communications business, comprising 5 companies. If interested in applying, please e-mail to: mew@pdq.com.my or call: 03-7958 3827 1) MANAGER - PRODUCTION AND TRAFFIC. Requirement is to control internal/external traffic and production of the Design/ Production part of PDQ, which includes a wide variety of different projects and items. 2) IN-STORE PROMOTION SUPERVISOR (2-month contractFeb/March). Requires working a 5-day week - Thursday to Monday - much of it outstation, with expenses/transport provided, but Driver's License is required.

A young creative boutique specialised in print design looking for enthusiastic, talented young creatives. Available positions urgently required by January 2001: ART DIRECTOR, WRITER and DTP/DESIGNERS. Please email us at nccomm@hotmail.com or send in your resume to nc.comm Suite A202, 2nd Floor, Block A, Damansara Intan, Jalan SS20/27, 47400 Petaling Jaya, Selangor Darul Ehsan, Malaysia.

Join us. FREELANCE or ASSOCIATES contact K.Yip Associates (Asia), Tel 2163.0023, Fax 2163.0026, email: kyip@asia.com or kyip@gmx.net K.Yip Associates, translation. copywriting. validation. localization, www.kyip2asia.com. Translation Memory. Computer Aided Translation. CJK Languages.

Desperately seeking the most "air-o-gun" CREATIVE TEAM and PRODUCER to hire "shortfused" FILM DIRECTOR. E-mail safarifilm@yahoo.com.

Graduate 2000 from The One Academy, 2oyears old., have knowledge of Maya and other 2d softwares. E-mail jlowcl@yahoo.com.

Carnaby St Productions specialises in film fa TV productions,interactive,multimedia and web based design consultants and creation.With over 6,000 talents/models of all walks enable you to select easily for any shoots. Tel: 03-42519595 Fax:03-4252 2551

AV PRODUCER needed for multinational agency. Contact: Jerry McKenna at Dentsu malaysia. 252 3828

ACCOUNTS DIRECTOR/ BUSINESS DEVELOPMENT MANAGER & COPYWRITER. An established Malaysian advertising agency is looking to expand. Unique opportunity for experienced AD, senior managers who possess entrepreneurial skills and ambition. Must have proven track record with existing business portfolio. Interested candidate to call Rozie at 03-77292299 or email us at gconnet@hotmail.com Organized, initiative, friendly and is game for an experience with Bozell's Media Department. If the hats fit you, join us as a SECRETARY. Call Siew Ting at 03-460 2332 for interview. "I see trees of green, red roses too. I see them bloom for me and you. And I think to myself what crap typography." DESIGNER wanted. Lowe Lintas & Partners. Fax: Chris Howden 03-25559985. Malaysiakini is hiring. Journalists, webmasters, programmers for the nations's top website. E-mail resumes to editor@malaysiakini.com Fax: 4311166Tel: 4311177 All postings at our new office in Bangsar Utama. COPYWRITER. i-3yrs experience wanted by one of the pioneer full service agency in Malaysia. Call Roots, Shoots fa Froots Sdn. Bhd. at 03-7877 7289 (Mr. Chin) or email: jwchin@roots.com.my We've a place for a COPYWRITER. Fully equipped. Good income. Nice location (PJ). Fun neighbours. Good feng-shui for potential CD. Fax your resume to 77274307 or email adismail@tm.net.my PLAYMATES WANTED immediately at RAYMA, a professional conference organizer and human resource development and training company founded in 1987. Part-timers also required for data-entry and to manage the secretariat at events. Full details, visit http://www.rayma.com.my/html/playmates.html Email: info@rayma.com.my or fax: (03) 7044484

Asian Cruise Passenger, Asia's First Cruise Magazine seeks ADVERTISING ACCOUNT EXECUTIVE and CIRCULATIONS EXECUTIVE. Embark on a new journey with ACP. E-mail CV to acp@mobiusonline.com We are an established IT/Website company seeking for suitable candidates to fill the SALES EXECUTIVE position. Interested kindly call Ms Loke at Tel: 03-7820803 or email: marketing@mitv.net for an interview. Egency.com Sdn Bhd is looking for new age ACCOUNT EXECUTIVES/ MANAGERS, MEDIA MANAGERS, ART DIRECTORS and DESIGNERS - surf up to http://www.egency.com.my and hit 'vacancies' to arrange for an appointment... or email info@egency.com.my Models and Talents for TV Commercials wanted. All age and race. Contact TM Casting fa Modeling Agency (Elaine) at 03-7877 7182 or 016-273 8636. Affordable and effective catwalk course is available, with your resume. Young, dynamic and creative individuals with experience in WEB DESIGN/DEVELOPMENT required in KL. Sound knowledge in Photoshop, Illustrator, Dreamweaver, HTML faRM2,500 and above. E-mail resume to Flash. jobs@activefusion.net. CLIENT SERVICING personnel required by Consultium, an advertising agency that truly believes in marketing and brand communication. If you share our believe, let's discuss further at consul@tm.net.my. Music Sense Entertainment Sdn Bhd, an Event Production House looking for EVENTS CO-ORDINATOR. Able to work independantly. Possess own transport. Good communication skills in English, BM and Mandarin ACCOUNT MANAGERS/EXECUTIVES. Arachnid, an award winning interactive agency focused on online brandbuilding, needs individuals to: Consult, plan, implement brand strategies Manage key client accounts Manage internal workflow Requirements: 2-4 years in brand management /advertising / interactive Contact hire-me@arachnid.com.my

ADOIMARKETINGCOMMUNICATIONS 31

HK'sfirst world-class Flash experts' conference

hillmancurtis.com,

Yugo

Nakamura of yugop.com The conference will offer an educational forum featuring sessions on Interactive Design, Web Animation, Macromedia Flash 5 and Generator, XML,

The IdN FRESH Conference 2001 will be

Adobe LiveMotion and much

held at Hall 7A, HK Convention & Exhibition

more to enhance the exchange

Center from 9 February and 10 February.

of ideas in the international

After the astounding success of various

creative industry. In addition,

conferences and seminars in1999 and 2000,

free seminars sponsored by

which attracted more than a thousand

Adobe, Apple, Macromedia and

attendees,

Wacom will be scheduled in the

IdN

is

creating

another

breakthrough by hosing of the "FRESH" conference. Since

two conference days.

internet usage has prompted a whole new dimension of design & creative and

The conference is foreseen

commerce to emerge, IdN brings the conference to the focus of internet-related jobs

as the event be of utmost

development and its influence to the industry, which is an unprecedented

importance

conference of its kind for the Asia Pacific region.

professionals, specifically from

among industry

With the aim to widen the scope of the imagination and look at trends from

creative directors, art directors,

around the world, the conference will feature a two-day agenda, and will delivered

web developer, designer and

by

an

impressive

array

of

esteemed professionals: Day 1:Joel Baumann and Tom

Roope of Tomato Interactive,

Desigmuseiim South Bank by Tower Bridge

Exhibitions

Education

Shop/Cafe

generation

who

wanted

to

pursue the creative industry,

David Yu, Eddie Pak and Thai

and internet enthusiasts and

Nguyen of The Office for Fun and

general corporate audiences.

Profit, Aaron Hoffman and Alex

Apart

Ogle of tubatomic.com, Joshua

participation this event will

Davis of praystation.com Discovery

artists, academics, marketing/ management to the younger

eager

local

attract many overseas design

Owens and

professionals, such as from

Warren Corbitt of One9ine.c0m,

Designer Associations in Japan,

Fred Flade and Alex Griffin

Taiwan, Philippines, Australia

of

and etc ., are expected to attend the conference.

Day

2: Matt

from

Deepend

London,

Amy

Franceschini and Josh On of Futurefarmers, Ian Kovalik of

Limited number of tickets are now available for sale . Simply purchase online by logging on to our website at www.freshconference.com.

46 Country McCann Pulse Report finds consumers still positive on Otymplics despite many concerns Despite concerns about unsportsmanlike behavior, performance - enhancing

had very little interest in the Games, with the exception of sports fans. Most cited

drug use and other issues that have tarnished the image of the Olympics,

the fact that the Malaysian teams had little chance, if not none at all, of even

consumers around the world generally felt positive about the Sydney Games and

entering the finals of any category. Unlike the Commonwealth Games that was

continued to associate the Olympics with the broad ideals of human achievement.

hosted in Malaysia, most respondents felt no connection with the Games, hence

At the same time, while the Sydney Games weren't technically the first "wired"

strong feeling of disinterest.

Olympics, they provided the first major international platform from which to observe and compare the impact andusage of new, instantaneous media on a global

In the views of consumers around the world, two of the major heroes of the

scale. And the result was that consumers around the world were vocal about their

Games were the Australian Olympic Committee itself, for hosting the Games

disappointment both with the new media and old media. These two sets of findings about consumer attitudes towards the Olympics

without excessive commercialism, and the many female athletes who played a more prominent role in this Olympics than any that has gone before. This is

emerged from McCann - Erickson WorkGroup's McCann Pulse dialogues with

especially true in Malaysia when all respondents quoted the Female Gymnastics

consumers of a number of different age and lifestyle groups in 46 countries in all

and Swimming events to be their favourites.

regions of the world. The full report, "Worldwide Consumer Perceptions of the

From market to market, media accessibility was a problem that negatively

Olympic Games," in fact reveals the extent to which there were "two" Olympics that

affected consumer perceptions of the 2000 Games. TV coverage often left

took place in Sydney.

consumers perplexed, while inadvertent exposure to real - time news blurbs

Side by side in the minds of consumers were continued idealized version of the

frequently spoiled the suspense of the largely tape - delayed Olympic Games. In

Olympics as a universal event as well as the other less grand embodiment affected

the case of Malaysia, allthe respondents noted their dissatisfaction with the way

by negative associations having to do with drug scandals, controversies,

RTM handled the broadcasting of the Games. Most complained of the perceived

commercialization and media access andpresentation problems. Among the major conclusions of the report are the following : All in all, the perceived positive value of the Olympics remains intact. From

amateurish TV hosts. Their main issue was that the Games were not relayed in an effective manner, andthe commentatorsleft much to be desired. When given the choice, most of them noted that they would rather watch the Games on ASTRO

market to market, the Olympics are seen as an event that unites diverse people in a

than on RTM. This is indicative of the fact that access to the Games has now

global community through its ceremonial rituals and its tribute to pure human

become one of economics. This lackluster interest in the Games also meant that

achievement.

most of the respondents could not evenrecall a single sponsor of the Games.

As a global programming and marketing event, the Olympics has more

Advanced media technology is a mixedbag. On the one hand, many consumers

segmented appeal than is readily apparent. The McCann Pulse dialogues revealed

welcomed the fact that more sophisticated media technology gave them new

that different countries do not all share the same undifferentiated positive

choices and greater vantage points from which to view the Games. At the same

associations. The idealistic Olympic spirit seems to be strongest in developed

time, the Internet still has along way to go in becoming the simultaneous

countries and among older consumers. With regards to Malaysians, most of them

worldwide information and entertainment medium for global events.

32 ADOIMARKETINGCOMMUNICATIONS

All these clients can make your agency rich and famous Ace Canning

Fuji Xerox

Permanis

Acer

Fujitsu

Perodua

AIA

Gillette

Petronas

Ajinomoto

Ginvera

Procter & Gamble

AMIM Holdings

GlaxoWellcome

Public Bank

Apple

Godfrey Phillips

Quakers

Auto Dunia

Golden Arches

Reckitt -Benckiser

Automotive Corporation

Goodyear

Reliance

Berjaya

Guardian Pharmacy

Riche Monde

Berjaya Prudential

Guinness Anchor

Ritz-Carlton

BMG

Hewlett Packard

Roche

Boh

Hilton

Royal Selangor

Boots

Hitachi

Royal Sporting House

Bristol Myers Squibb

Hong Leong

Sanyo

Britannia

HSBC

Sara Lee

British American Tobacco

ICI

Shakey's

Cadbury

ICI Paints

Shangri-La

Caltex

Johnson & Johnson

Sharp

Castrol

Jotun

Shell

Catcha

JT International

SIME UEP

Celcom

KAH Motors

Slumberland

Cerebos

Kao

Smith & Nephew

Citibank

Kellog's

Smithkline & Beecham

Coca-Cola

KFC

Sunway Lagoon

Cold Storage

Kodak

Synergy Card & Payment

Colgate Palmolive

L'Oreal

Taisho

Cycle & Carriage Bintang

Lam Soon

Telekom

Daihatsu

Levi's

The Wrigley Company

DiGi

Malaysian Tourism

TNB

Diners Club

Mars

Tohtonku

Domino's Pizza

Maxis

TOPS

Du Pont

MBF

Toshiba

Dumex

Microsoft

UMW Toyota

Dutch Lady

Minolta

UMW Toyota

Eastin

Mobil

Unilever

Edaran Otomobil Nasional

Motorola

Unysis

Edaran Tan Chong

New Zealand Milk

UNZA

Electrolux

Nike

UPS

Esso

Northwest Airlines

Vacances (Club Med)

F&N Dairies

Oracle

Volvo

FJ Benjamin

Parkson Pacific Foods

Yeo Hiap Seng

The good news is they read this magazine every month. To advertise with us, call Doreen or Joyce on 7726 2588 or 7722 5710.

Levi's Embraces Medium The campaign objectives for Levi's Autumn 2000 activity was to build upon and increase the awareness created in Spring 2000 when the revolutionary new product 'Levi's Engineered Jeans' was first launched. The 00H campaign was part of a multimedia burst breaking on national TV in all markets supported with print in key fashion and teenage magazines. City light posters were introduced in the second week of the campaign to provide a street presence, driving footfall through the stores, and demonstrating Levi's commitment to their retailers. Two pieces of creative were used on city light posters, 'cheeks' and 'kiss', both of which demonstrated the synergy between the Levi's twisted side

aliiiÂŽ1

Gunn Report's most awarded Countries in the World in 2000 Winner Pts TV

Winner Pts Print

Total

USA

183

123

306

2. Great Britain

121

74

*95

3. Brazil

38

56

94

4. Spain

52

24;

76;

5. Argentina

43 =

17

60 ;

6. France

35

16

51

I.

7. Japan

4i

9

50

8. Thailand

32'

12

44;

9. Germany

24

185

42;

9

26

35

11. Australia

18

16

33

12. Canada

V

8

33

10. Singapore

13. Mexico

27

5

32

14. Netherlands

24

6}

3°;

15. Sweden '

18

12

30

16 Hong Kong

23

5

28

17. South Africa

8

16

24

18. New Zealand

15

8

23

19. Norway

8

8f

14;

20. India

5

9

14

If you don't advertise in this magazine, you're ignoring the attention of over 10,000 readers who decide how to spend millions of ad dollars every month. 34 ADOIMARKETINGCOMMUNICATiONS

seam and the natural curves of the human body. Levi's Engineered Jeans are designed to give a unique and comfortable fit for both sexes, which is why male and female models feature in the creative executions. The campaign also appeared on special lamp post sites and on bike stands. Outdoor ran in the UK, France, Germany, Norway, Sweden, the Netherlands, Italy and Spain. Gaelle Poultney, Poster Publicity International Account Manager, who was in charge of planning and buying for Levi's, comments, "Levi's has become a confident user of 00 H during the last 12 months. They were the first advertiser to plan and buy a pan European campaign on mega posters and their commitment to the medium remains strong."

Talent of the Month

For details, contact D'Castingon 03-2282 6133or 2282 2133.

LU

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£B

©New Straits Times

We reach millions.

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In the English and

\rm? lipidf* Boards sof up

Malay language. ©New Sunday Wk mWMMMC* Times

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broadsheets dominate

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afternoon tabloids penetrate urban

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market centres. Our weeklies cater to varied interests.

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The New Straits Times Press (Malaysia) Berhad ^S-H, Balai Berita, 31 Jalan Riong, 59100 Kuala Lumpur, Malaysia. Tel: 03-2282 3131 Fax: 03-2282 1428 Website: adtimes.nstp.com.my

We can't express our gratitude enough

From a recent survey, ERA wasjboted Malaysia's No.i* radio station. A big thank you to all our listeners for your tremendous support. *Based on AC Nielsen survey No.2, 2000.

Klang Valley 103.3FM

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