Adoi Malaysia 2003 August-September Issue

lALAYSIA'S #1 ADVERTISING AND MARKETING COMMUN

SMS HITS THE MASSES SALEM'S NEW LOOK

ntv7's DOT PMAA 2003

FRIEND'S POINT OF VIEW

CHRIS HOWDEN EXECUTIVE CREATIVE DIRECTOR TBWA MALAYSIA

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August/September2003

Editor's Note

REGIONAL PUBLISHER Harmandar Singh aka Ham ham@pop.jaring.my

Some latest news first ... Chris Jaques is now CEO of Dentsu Young & Rubicam and Wunderman Asia-Pacific. The appointment brings Jaques back to the region, where he previously ran BBDO as Asia-Pacific Chairman. Jaques left BBDO after the late '90s Asian financial crisis which saw the network's regional creative and strategic operation, The Hub, shut down. I would like to dedicate the rest of this edi­ torial to thank the people who have helped us put together the inaugural Malaysian Creative Circle (MC2) Awards. We do have some closet supporters who do not wish to be named but nevertheless, we value their backing. I'd like to thank all the judges, local and for­ eign, for making that crucial difference to the quality of these awards. Headed by none other than Neil French himself, the jury steered a dif­ ficult course in making sure only the best got what they deserve. The jurors were no less in stature, featuring the likes of Regional Execu­ tive Creative Director of Saatchi & Saatchi Asia/Africa Craig Davis, McCann-Erickson India's National Creative Director Prasoon Joshi, Jim Aitchison, and Creative Director of Leo Burnett Singapore and this year's Creative Circle Awards (CCA| Singapore Chairman Tay Guan Hin. There were local judges from more than 10 of the best agencies in Malaysia plus design purists like William Harald-Wong and his lot. Helping out from across the world was web-king Josh Sklar and his band of cyber gyp­ sies in the US, while Jimmy Lam Regional Cre­ ative Advisor for Dentsu Asia and Kity Lun of Arnold China handled the Chinese entries in Hong Kong. On the local front, Faridah Merican and Yew Chuan threw their weight behind

EDITOR Geets Harris geets@ham.com.my

ART DIRECTION/DESIGN TM Ali Basir ali@ham.com.my Fauzi Hamid fauzi@ham.com.my

ADVERTISING EXECUTIVE Ramesh Vindar Singh ramesh@ham.com.my Mobile:+013 6433310

CONTRIBUTORS Leonard Tse Esther Eng Morris Dickers

OFFICIAL PHOTOGRAPHER Jen Siow/Jen Studio

PRINTER Cetakrapi Sdn Bhd

COLOUR SEPARATOR

the Bahasa Malaysia entries. I want to thank my colleagues, family and friends for helping us weather this challenging time and for making a difference where it mat­ tered most. A big thank you to Tan Sri Dato' Lim Kok Wing for allowing us the use of his campus premises and hosting the judges, spon­ sors and supporters to a welcome dinner star­ ring Malaysia's Who's Who in the ad industry. I'd like to single out Eric and his team from Regatta dot Blonde, Ernesto and his team from LUCT and of course Johnnie and his boys from TMMC. Catherine of William Harald-Wong and Associates and Nurul of Himawari premi­ ums for their tireless efforts in putting the tro­ phies and certificates in order. And Mohan Singh of Himawari who has been a dear sup­ porter from day one, never left our side all the way through. Andrew Roach and his taskforce from TGIF, the Moon FX team, Passion Pic­ tures, MMT, EARGASM, Mediabanc, Image Clinic, The Edge, The Sun and more... Driving this monumental effort have been our sponsors ntv7, TV3, AMP Radio, Big Tree, POS Ad, Utusan Media Sales, itVISTA, Zenith Media, BBDO and alt.TYPE. And finally, I'd like to thank our editor Nathan Conrad for helping us out for more than a year now. Nathan has left us for greener pastures and we wish him well. Respectfully,

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HIGHLIGHTS

22B, Jalan Tun Mohd. Fuad Satu, TamanTun

Paul Loosley: Machiavelli is a Wanker

Dr. Ismail, 60000 Kuala Lumpur, Malaysia.

Dean Johns: If the Suit Fits

Tel: 603-7726 2588 Fax: 603-7726 2598 E-mail: geets@ham.com.my

Michael Newman: Wanted: Ads that Can't be Entered into Awards Colin Jowell: Shifting Gravity

INTERACTIVE Josh Sklar: I think I can, I think I can... SMS: A Direct Approach to Marketing and Advertising mcinuci ui

43 Audit Bureau of Circulations

® All rights reserved by Yayasan Alpha Xiscoria. No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher and the editor assume no responsibility for errors or omissions or for any consequences of reliance of information in this publica­ tion. The opinions expressed in this pub­ lication do not necessarily represent the views of the publisher or editor. Adver­ tisements are the sole responsibility of the advertisers.

DIRECT MARKETING Kurt Crocker: Make that Bad Ad Go Away Let's Have a Table Talk

FEATURES ntv7 markets Asia's First DOT Campaign PMAA 2003 MAS - Going Beyond Expectations Young Guns launch 'Expect Jealousy' Campaign

EXCLUSIVE INTERVIEW Cover Story: Chris Howden of TBWA Malaysia

8D0IMARKETINGCOMMUNICATIONS 3

CoverStory

TBWA disrupts the town with its own pitch agenda

"Really it's just a disciplined way of thinking that allows you or rather forces you to be different and eventu­ ally that's what good branding is all about - differences." Chris Howden

aDO MARKEnNGCOMMUNICATIONS

CoverStory BY GEETS HARRIS TBWA Malaysia is one of the youngest agen­ cies in town but has in the last few years put on an impressive number of big name accounts - including Tourism Malaysia, Ikea, Red Bull, TM Touch, and most recently Telekom Good 2 Talk and Westin Hotels. Chris Howden, TBWA Malaysia's new ECD, has returned to Malaysia after a short sojourn in New Zealand. ADOI met up with him and asked what drew him back and the secret to TBWA's formidable pitch record. "Disruption is actually a TBWA tool for helping clients grab a larger share of the future," says Chris Howden in TBWA's Dis­ ruption Zone. This is TBWA's special pitch

have a good team and I believe the TBWA team is particularly good at new business they are very detailed and very thorough and go in only to win," concludes Chris with a smile. Educated in England and Hong Kong, Chris has been in advertising for 23 years with 7 years spent in London with BBDO and some 13 years spent in New Zealand with Saatchis, Colenso and O&M. He came out to Malaysia in 2000 to work with Lowe before heading back to New Zealand for a short break in 2002. How does it feel to be back in Malaysia after your short break to New Zealand? In many ways it feels like I have never left. Certainly it was a lot easier for me coming

grown very quickly and are still growing and we have to cope with both the opportunities and problems that that kind of change brings. From my perspective as a Creative person, the agency needs to become TBWA and my focus is more on the European stan­ dard rather than Asian TBWA standards. The TBWA brand is a great brand and it is the fastest growing network as well as the youngest in the world, so we've a great deal of work to do to live up to the name. My first task is simply to ensure we've got the people on board capable of delivering world class TBWA work. It's a bit like being moved up to the first division in soccer from the second division - so we've got to have more than our fair share of creative talent. We've got some very good people on board and we've recently

"Disruption is actually a TBWA tool for helping clients grab a larger share of the future."

and Disruptive thinking room on the 4th Floor of Wisma Semantan. "It's here where the hard questions are asked and the hard work happens. First of all, we look at Con­ ventions - what are the conventions of the business category, what kind of work people are doing. This shows us what to avoid. A good example would be the infant milk busi­ ness where just about every company is claiming the same thing and saying their milk makes you smarter and develop better so that's a convention. We then apply dis­ ruptive thinking to break out of that mould or to identify a territory that hasn't be grasped by competitors. Really it's just a dis­ ciplined way of thinking that allows you or rather forces you to be different and eventu­ ally that's what good branding is all about differences. This same thinking is applied by TBWA globally to many of its globals client like Apple, Absolut, adidas. Of course, all the thinking in the world is no use if you don't

back. I knew the town, the way things work and don't work! It was great to catch up with old buddies and slip straight back into the place. Actually, there were some quite funny moments when people who didn't know I was back bumped into me - I think Stephen Ang of Axis films had the best gob-smacked expression! But there is something about Asia that does get under your skin, it took me years to get Hong Kong out of my system after I had grown up there. I think you miss the vibrancy, the non-stop energy of Asia especially when you go back to somewhere as sleepy as New Zealand! What is your vision for TBWA Malaysia? TBWAISC Malaysia is a bit like an awkward teenager right now going through growing pains. It's evolving from ISC to TBWA, much in the same way that Lintas became Lowe. This makes it both exciting and tough at the same time. Tough in the respect that we've

hired new blood - Benn Tan and Stephanie Tan have joined us from Lowe and more are on their way. You have been very passionate about radio. What are your thoughts of radio advertising in Malaysia? I think most writers are passionate about radio or at least they should be because it really does give them the chance to show their skills and often theirs alone. That's not to say a Creative Team shouldn't work together on a script. I had some great fun at BBDO with Philip Andrew who is now CD in Wellington. Philip was my art director and we sat down together and wrote the scripts together much like a comedy team writing a TV show would - the results were award winning and we had a lot of fun doing it. In Malaysia and again much like everywhere in the world radio is treated like the poor cousin. In most countries radio stations will

3D0I MARKEnNGCOMMUNICATIONS 5

CoverStory

produce scripts for clients for nothing - it's just part of the deal when you buy the air time. That makes it very hard for an agency because suddenly you are faced with a client looking at your script and saying, "This is going to cost me $7000 when I can get it for free from the station." Will your script work 7000 times better? Now there's the chal­ lenge. So consequently there is a lot of rub­ bish on the radio because the value of the idea hasn't been sold to the clients. And I think agencies are as much to blame for this as the stations themselves. But once in a while you find a writer who is more pas­ sionate than most others about his or her radio who wants to put the time in to pro­ duce great radio. I've heard some very nice scripts recently for HSBC from Danny Low. "Producing radio" is the other key factor. So many writers are lazy when it comes to pro­ ducing. Do they cast properly? Do they send the script to the studio at least two or three days before the job has to be recorded. Do they telephone the producer and technician, and get them to work the idea through? In most cases the answer is, "No". The writer just walks into the studio with the script and the engineer turns around and says - "So what are we doing today?" As an example, we had around 10 commercials to produce for a bank - they were slice of life comedy scripts called "A minute of simply banking". We hired a freelance radio producer - the famous Street Remley, flew him in from Ade­ laide and we cast actors - I think we spent two days casting. They would come into the agency and act out the scripts - just like cast­ ing a TV commercial. Then we went out with a sound technician with a mobile DAT

machine and recorded them live. So the script in the pub was recorded in a pub, the script at the beach was recorded at the beach. When you hear them - the sound quality and the production values are so high it really is like listening to one of those great radio shows like the Archers. And the cost was around RM 20,000 per radio spot nett to client - which is still pretty reasonable. What can we expect from you in the next few months? I think the most visible campaign will be IKEA and possibly Telekom Good to Talk which is currently in production. Both, of course, have a retail spin to them and what I'm looking for here are simple, clean ideas that don't cost an arm and a leg to produce that have a freshness and a charm to them. "Vou are pitching for many businesses today. In fact, most agencies are busy on one pitch or another. Recently a client charged agencies a fee just for pitching. What are your thoughts on this? Personally I think the town is in pitch mad­ ness. I can't recall ever having to pitch so many times in such a small space of time and it's not over yet! I guess it just shows the fragile nature of the industry right now thanks to the Iraq war and the dreaded SARS. I would imagine that there are quite a few agencies out there that are hurting and are peddling like crazy to make up for a bad start to the year. As regards to the client charging agencies a fee, I've never heard of that. Of course this is quite common prac­ tice amongst agencies to charge clients - but you need to be good to charge the fee! Equal­

"From my perspective as a Creative person, the agency needs to become TBWA and my focus is more on the European standard rather than Asian TBWA standards. The TBWA brand is a great brand and it is the fastest growing network as well as the youngest in the world, so we've a great deal of work to do to live up to the name."

6 |3DC MARKET1NGC0MMUNICATI0NS

ly on the client's side, they need to be focused in their agency selection process too. Simply inviting all and sundry to a pitch is not helpful for them or the industry and is simply wasting a lot of people's time - par­ ticularly their own time as they have to sit through it all! Talk about some of your past campaigns that have won awards. Please share with us some of these samples. Well you are only as good as your last ad - so I'm more interested in now and the future. The most recent awards here in Malaysia have been for the Olympus Camera spot - which picked up a Bronze Kancil and was a finalist in Cannes. This was quite a surprise, as is often the case, because it was a cute little idea that David Sin had. He then asked me to write some vague­ ly amusing dialogue and voice it - which seemed to do the trick! So far at TBWA Malaysia, there are a few good bits of work coming through. These Red Bull ads are, I think, a good indication of where we are heading. Whether they pick up metal or not, we'll have to wait and see! What are your favourite books, and why? That's funny because I hardly get time to pick up a book! I had The House of Blue Mangoes sitting on my bedside table for months. It was very good at putting you to

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CoverStory sleep. I recently enjoyed Billy Connelly's life story by his wife Pamela Stephenson, it was both sad and hilarious and just shows that no matter what an awful start you've had in life you can still come out smelling of roses.

What do you find unique about Malaysia as an advertising market? There are so many things that are unique not all of them good. But certainly the ethnic mix plays a big part. It's enriching in many ways and restrictive in others. For example, it's very hard to write a simple TV dialogue because of the issues of language - you end up shooting 3 times, and few clients really want that, and it doesn't work that well in the end. I'd rather see our teams write great scripts in English, and then do an entirely different script in Bahasa or Mandarin that really work in their language. Otherwise it's a matter of sticking to visual ideas. Of course, restrictions preventing non-Malaysian's appearing in ads and MIM are probably my pet hates. We live in a global village and our consumers have their idols - be they Sammi Cheng or Shaggy or Avril Lavigne. Now if they happen to be rel足 evant for a product or service - then why not use them? Or why not use the original Las Ketchup song or do the voice-over in London if it's going to make the idea work harder? I'm used to working in a very open society that also had its own version of MIM and when they took away the barriers, the creativity has just soared. New Zealand has one of the strongest film and creative industries in the world - not through protecting themselves but through a can-do attitude which I think "Malaysia Boleh" has too.

What's your opinion about the Malaysian Creative Circle awards (MC2)? I'm glad to see an alternative and will be supporting them - and judging since they've been kind enough to invite me, unlike the Kancils!!

8

8D0! MARKETINGCOMMUNICATIONS

With the opening of markets, now that AFTA is around the corner, how do you see Malaysia competing with the rest of the region? I think Malaysia will do well as long as peo足 ple adopt the right attitude. The deal is, if you are producing great work locally that works well locally, and is competitively priced - no one in their right mind will say "Let's run a Thai commercial" if it doesn't connect so well with consumers. At the end of the day, consumers want to see ads that talk to them - in their language about their people. As an example, again in New Zealand, a lot of multi-nationals thought they could just dump English language ads there and they'd work just as well. They didn't. And believe me, Kiwis hate to have Aussie ads thrust down their throats too! Of course, some companies will ignore this and just run overseas ads, dubbed or otherwise, but that's not the way forward and they'll soon learn. The ads that work the best are locally born, with power足 ful local insights that locals will connect with

and enjoy. New Zealand's ad spending is almost the same as Malaysia's and they only have 4 million people, so deregulation hasn't killed them, it's just made them work smarter. The future is in our hands as an industry. We simply have to be able to pro足 duce the goods to compete.

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MACHIAVELLI IS A WANKER Fifteenth Century tactics for acquiring power; updated and improved in the pages of the world's advertising press.

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IF you haven't been following the coverage sur­ rounding the buy-out of Cordiant (the big corns group in the UK who own Bates and a big bit of Zenith Media amongst other stuff) you've missed double-dealing, plotting and intrigues so sneaky they make Claudius, the Medici's and Machiavelli look like the Teletubbies. April 2003. Adweek breaks with the news that Bates has lost Allied Domecq, one of its biggest clients worth around US$30million. The big dogs come sniffing round as Grey Global and WPP begin carrying out due diligence on Cordiant. The steadfast and valiant directors of Cordiant, in true blue British fashion say, "Yah boo sucks!" and indicate that no proposals are acceptable. (Oh! Except for Colin Hearn, the CEO of Cordiant's integrated marketing agency 141 Worldwide who swiftly buggers off to Publicis who, coincidently are the happy recipients of the Allied Domecq account.) June 9th we learn that the Cordiant top manage­ ment are not really brave and loyal and trusty but are, in fact, sneaky bastards. They had quietly put their heads together and renegotiated their employment contracts to provide up to two and a half times their annual salary if their contracts are terminated. Giving new definition to, "sod the shareholders, I'm looking out for number one". The shareholders, of course, go apeshit. Grey duck out. But 'the knight in slightly grubby satin', WPP's Sir Martin of Sorrell makes a bid anyway, but is cruelly rebuffed. He makes anoth­ er. And then onJune 16 as WPP prepares its third bid, Publicis jump into bed with a hedge fund company in an attempt to bankrupt Cordiant, hoping to buy it for a song. Ah! But this dastardly piece of 'Jeux sans Frontiere' goes pear-shaped as a major Bates client makes it known that it would pull its business if Cor­ diant were put into bankruptcy. Pfizer and British American Tobacco (two of Bates biggest) say, "It was­ n't us, honest guv". June 19th, Sir Sorrell, in an attempt to woo the Cordiant shareholders offers about 2.4 pence per share; making the total cost of the acquisition 266 million pounds. Big M looks good but, oh no! Anoth­ er hand grenade is lobbed into the proceedings. By whom or from where it is unsure. June 26th or thereabouts. AdWeek reports that Cordiant shareholders receive a paper (slightly garlic stained and smelling a bit like Camembert), which contains the following news: Cordiant CEO, Michael Bungey, got $1.2 million when he left last year, on top of a salary of $1.1 and a consulting contract of $166,000 until March 2004. Bill Whitehead, former­ ly regional president of the Americas for Bates, received $1.3 million after he was ousted in May 2002. His salary was $740,000. Cordiant's former chairman Charlie Scott keeps his $333,000 salary until the end of this year. Nigel Stapleton, who joined in March, earns $333,000 for a two-day week and receives $3,330 for each additional day. Jean de Yturbe received about $570,000 when he stepped down as deputy president in March. Shareholders go crackers, Sir Marty tries to stand firm and lots of girl­ ish giggling is heard from the other side of the Maginot line. June 27th. AdWeek tell us that, with his usual

chutzpah, Sir Marty buys Cordiant's remaining debt from New York investment firm Cerberus Capital Management for $151 million plus $18 million in interest and "certain other payments." So WPP becomes the biggest Cordiant creditor. Adweek then says, "(the debt purchase gives) WPP a strong voice in pushing along the acquisition". An understate­ ment not equaled since Noah said, 'Looks like we could be in for a drop of rain". July 1st. According to AdWeek again, a major Cordiant shareholder, Active Value, increases its stake in the troubled holding company. Rumours abound that it is the dreadful Frenchies again, in the form of Publicis who are throwing wooden clogs into the gears. Sir M says, "remember Agincourt", shows the obligatory two fingers, and the deal of 1 WPP share for 205 Cordiant shares stays. He adds that once the deal goes through Bates will no longer exist as a name; all operations will be folded into JWT in the US & Europe and into Y&R in Asia. And anyone caught smoking Citanes will have his goolies cut off. July 15. As shares in Cordiant plummet by 29%, AdAge reports that Cordiant agree to remove its shares from the London Stock Exchange, preventing any further trading and thus clearing the way for Cordiant's acquisition by WPP. Cordiant's closing price stands at $1 million less than WPP's offer for the company. It looks like Martin the Magnificent is to win again and that he is indeed 'The Prince'. But then in a shock revelation of tabloid proportions, a lady called Nahed Ojjeh, a Syrian chess promoter, suspiciously living in France, appears out of the woodwork, lifting her skirts to reveal a significant 10.75 percent stake in Cordiant. More suspiciously still she amassed her investment only during the past month. July 17th. Ojjeh gets her knuckles rapped by U.K.'s Takeover Panel as it appears she continued to purchase after the delisting deadline and that she is very, very naughty. She says sorry and promises never to do it again. After all she is foreign and does­ n't understand the rules. (Chess yes, stock markets non!) And that, as of writing, brings us up to date. So will Sir Marty win?. Will the horrid Frenchies get their comeuppance? Will Nahed learn English? And will anyone find a WMD? Stay tuned. Oh yes, just in case anyone is looking for a point to all this, AdAge reports that, right in the middle of June, right in the middle of the Cordiant hullabaloo, C.J. Fraleigh, General Motors Corp.'s executive director of advertising and corporate marketing, made a blistering address during an Adwatch con­ ference in New York. He attacked advertising agen­ cies for lacking ideas that sell, holding companies for focusing on short-term profits and media companies for delivering smaller audiences at a greater cost. He said agency conglomerates have become "soft and flabby" and went on to slam holding companies as "more revenue models than consumer solution mod­ els. Many people who lead these organizations are under more pressure to 'hit the numbers' than to provide solutions." Now what on earth possessed him to say such things? PS "it's good to be true to your word, but you should lie whenever it advances your power or security— not only that, it's necessary." Niccold Machiavelli

HighLights

If the suit fits BY DEAN JOHNS

WE so-called "creative" people are generally not big fans of our colleagues in client ser­ vice. Even our collective label for them, "suits", an abbreviation of the original term "empty suits", is far from complimentary. So it's fitting that we scruffs remind our­ selves from time to time that the business of advertising could barely function without them. When it comes to button-holing prospects, making off-the-cuff presentations, flying by the seat of the pants and taking clients to the cleaners, nobody does it quite like the suits. But do we really need so many of them? At most agencies, especially the big ones, there seem too be far more suits around than anyone could possibly have any use for. Suits of every description and shade of sta­ tus from account supervisors, account exec­

utives and account managers through account directors, group account directors and on up to director of account service. And if that wasn't already too many for comfort, the managing director and chair­ man are usually suits too. The trouble with suits, as with other cate­ gories including our own, quantity is no guar­ antee of quality. Some are career-long light­ weights, apparently more for show rather than serviceability. And far too many that reach or aspire to the top contrive to arrive there by either stabbing their competition in the back or riding on other, superior suits' coat-tails. A cut above these are the good aver­ age working suits, industrious if often unin­ spired. And then there are the great ones who've got the game sewn-up; suits whose rare blends of style and substance stand them way above the crowd. John Rayner, for example, who for twenty years or more handled not only the client but

also the creative work on several huge accounts. Suzie Parsons, who made it in car advertising back in the days when automotive was a man's world. Pat Moran, the man who appreciated true marketing and advertising talent more than any managing director I'd met. Wayne McCarthy, who built a one agency from scratch and later sold it, then set out for the sheer fun of it to do it all over again. Steve Cameron, who made himself indispensable on the Coke business for years, later did likewise on McDonald's and is now marketing manager with another majorleague client. Murray Pope, the only suit I ever knew who could do every job in adver­ tising, often better than the specialists. Stephen Treble, supreme strategist and sales­ man - and the guy I'm eternally grateful to for giving me my first shot at creative director. But of all the suits I've encountered in the course of my advertising career, the one that most totally knocked my socks off was the then Santalia Tham. Very, very junior, she was, in KL agency KHK, and we never worked together. Nor is she a suit any more, having emerged from the closet as a photog­ rapher and multi-media artist. But I've been married to her for almost ten years now, and life with her and our daughter suits me just sensationally. deanejohns@optushome.com.au

Continuing Culture of Excellence DDB International adds Latest Additions to the Team

DDB International Sdn. Bhd. makes no secret of wanting to be the best by hiring the best in the advertising ^ f}/ industry. Having ' v—| \] recently made some strategic additions in brand planning and account servicing, the agency is strengthening its creative arsenal with the inclusion of Melanie Tong as Melanie Creative Group Head and Clare Lim as Senior Art Director, to the DDB family. Melanie Tong began her career in 1992 as an Account Executive in Ogilvy and Mather, Malaysia but soon realised her true calling was in creative work. In 1993, she moved into copywriting and the rest, as they say, is history. Melanie's client portfolio includes lead­ ing local and international brands such as Nestle, SmithKline Beecham, Kimberly Clark, WWF, Sime UEP, Sunshine Bread and

Nippon Paint. A multiple award winner, she has garnered several big wins in the Kancils, Asian Ad Awards, Clio and other notable international awards for her work for Maggi Mi:Duck & Dinosaur, Panadol Menstrual, Sunshine Bread, Quota Club: Hand Signs and HVD. Equally prolific at the award shows, Clare Lim has several Kancils, Asian Awards, Media Awards and Asian Advertis­ ing awards under her belt for her work with Sony, Nike, Campbell's, Tiger Beer, BSN Commercial Bank, Phillip Morris and British American Tobacco. Upon gradu­ ation, Clare joined Encore Media Corpora­ tion in Denver, Colarado as a graphic design­ er for 3 years. In 1997, she decided to return to Malaysia and was offered a position in Dentsu, Young & Rubicam, Kuala Lumpur as an art director. From Dentsu, she moved on to Grey Worldwide in 1999 before joining DDB International recently. Ng Heok Seong, Creative Director of DDB International said, "We took great pains to find the kind of people that shared the same

beliefs that we do. When Bill Bernbach start­ ed DDB so many years ago, he said, "When we started our agency, we had in mind pre­ cisely the kind of people we wanted with us. There were two requirements: You had to be talented and you had to be nice. If you were nice but without talent, we were very sorry but you just wouldn't do. We had to "make it," and only great talent would help us do that. If you were a great tal­ ent but not a nice person, we had no hesitation in saying "No." Life is too short to sacrifice so much of it to living with a bastard. It's a wonderful feeling to know that we built an organization where nice guys didn't finish last." According to Ng, with Clare and Melanie in the agency, they have found the team with true Bill Bernbach's spirit. Clare

12 aDC MARKEnNGCOMMUNICATIONS

The New Generation Salem

Want to get your

JT International (JTI) has launched an inter­ national campaign of its next generation menthol brand SALEM. The launch, which begins in Asia this month and will later cover all markets outside of the USA, is based on a new marketing mix, which includes a refined packaging and product range, a new brand identity and where per­ mitted, a new advertising campaign. The new advertising campaign, devised and created by global advertising agency, TBWA, connects Salem to the work hard and play hard lifestyle of existing adult smokers. The new copy line, "Life. Full ON" and accom­ panying images embrace this philosophy. As a true pioneer, Salem is introducing this new packaging design that reinforces its innovative spirit. The new design establishes a unique visual device that encapsulates the essence of the new brand positioning. The new design also ensures communica­

tion of Salem's brand heritage as a menthol pioneer and clearly establishes its American origin. Each product in the range is differ­ entiated by colour and visual elements, allowing customers to easily identify their preferred taste. As part of Salem's dedication to exceed consumers' expectations, the company has made significant investments to enhance Salem's product proposition. Results have been impressive, with blind product testing revealing that the Salem product significant­ ly outperformed its direct competitors. The new Salem range includes Menthol, Lights, Super Lights, and One offering existing adult smokers a full range of alternatives to suit their individual tastes. The evolution of the brand is a fundamental part of JTI's mission to ensure Salem remains a contemporary and strong global brand, whilst increas­ ing its market share.

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DirectMarketing

Make That

Bad Ad Go Away

BY KURT CROCKER

Creative Director Dryton Bird, Crocker & Mano (DBC&M)

I'VE just been transported into a rather nasty bullet wound, directly through the liver and into a shattered backbone. Suddenly my bloodthirst revery is interrupted by CubaTry. Well, how rude. Where do I sign up to ban all advertising on CSI? Shouldn't viewers be given the option to watch their fave TV shows without those bothersome commercials? These questions beg another: "Are you nuts or what?" Ban commercials and well all lose our jobs, you fruitcake! Mainstream advertisers have little to worry about, actually. Commercials pay for production costs, a staff of writers and behind screen talent, and of course, the small screen actors' salaries. Commercial-free TV is eco­ nomically unviable, public-funded channels not included. But Direct Marketers who cre­ ate advertising that consumers receive in other forms may have more dark clouds in their futures. DM takes shape in a number of ways, including television and print advertising. It also employs mail, the telephone and e-mail. In the U.S., one of the world's most prolific DM markets, consumers are rallying against the latter three communication channels, and

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it's more than a little scary. It started with the telemarketers. Research found that one of the most responsive times to call is dinner time. So right around the moment Mom is cooking up the chops and taters, her frying frenzy is halted by a ringing telephone. She answers, hears nothing (the calls are computer auto­ mated), then soon catches a pitch on the necessities of life insurance. In fact, insurers spent US$1.76 billion on telemarketing in 2001, according to the Amer­ ican Direct Marketing Association. These marketers now stand to lose US$4 billion to US$6 billion in lost premium revenue due to a new law passed creating a national "No Call Registry". Now consumers have the option of prohibiting unwanted telephone marketing calls by signing up on a federally created inter­ net site. The problem continues with SPAMMERS. Although technology hasn't quite caught up with consumer desire to end SPAM forever, U.S. legislation may yet intervene. Unwanted e-mail is as equally, if not as pervasively, annoying as unwanted phone calls. Con­ sumers who haven't "opted in" for marketing e-mail may soon have the legal privilege of suing the companies who SPAM them. And now the Center for a New American Dream is urging the U.S. Congress to create a do-notmail registry. To date, 50,000 visitors to their internet site have filled out an online form to request an "opt out" to unwanted mail. So far,

• —

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Some Good Television Channel 9 is all set to launch EVER sat in front of the tele on a Saturday evening and wonder if you are being pun­ ished for staying at home? Well now, there just might be a good reason to chill on the sofa for some good, clean entertainment. Channel 9, Malaysia's newest Free to Air TV Station, is targeting an August launch. This broadcaster is seeking a young urban adult audience, serving this 15 to 35 demographic not only with program­ ming they crave, but doing so in a fashion which befits the time constraints of a mod­ ern urban lifestyle. Early focus groups and target audience exit polls have been overwhelmingly posi­ tive, with almost all looking forward to the

16|aDOI MARKEHNGCOMMUNICATIONS

this is merely an interest measurement exer­ cise, but future legislation is a real possibility. So what does this all mean to Direct Mar­ keters in Malaysia? The lesson to be learned from the American DM experience, is simply, "Control Thyself". Junk phone calls, e-mail and direct mail can be defined as "The wrong message to the wrong people at the wrong time". Is it safe to assume that since everyone should be inter­ ested in life insurance, mothers everywhere wouldn't mind a phone call while plating peas? If you are sending unsolicited e-mail, is it good enough to "sort of" target your receivers? You may be selling animation soft­ ware, for example, and sending your e-mail message to MAD's list of production compa­ nies. That seems pretty darn targeted, but they haven't requested your communication. You risk some alienation, and you must decide if potential revenue is worth that risk. If you're not even attempting to target your e-mail, as is the case with most e-mail mar­ keters, well, I've said this before: "Stop, You Fool." You are in danger of severely damaging your current and future customer relation­ ships ... and your bottom line. Same goes for mail. The safest path is to encourage demand through a measurable response device ... coupon or call requests for direct purchase or information. In other words, try to create your own lists of prospects and customers who've, in effect, said, "Yes, that sounds good to me." Short of that, you'd better be very sure about your target profiles, and mail only to those who are most likely to respond. And whatever you do, do it right. Every communication you create can and should be a thing of beauty, a message that involves and captivates and ultimately sells something. The rules of consumer engage­ ment that apply to mainstream advertising also hold true in Direct Marketing. ©

advent of a truly engaging entertainment offering. At launch Channel 9 will be transmitting from Ulu Kali (Klang Valley), Gunung Kledang (Ipoh & Southern Perak), and Gunung Ledang (Melaka & Northern Johor) on the UHF frequency - as per other private FTA stations. Penang and Johor Bahru will be rolled in shortly after. Footprints in the west coast will equate to 90-percent coverage which approx­ imates to some 2.7 million urban households. Transmission hours are slated to be 14 hours on weekdays, and 17 hours on weekends. Viewers can expect a large mix of English and Chinese programmes, with a smaller proportion of local content.

"Early focus groups and target audience exit polls have been overwhelmingly positive, with almost all looking forward to the advent of a truly engaging entertainment offering."

Mendahului dengan isu-isu semasa We lead with the issues

InterActive

I think I can, I think I can... BY JOSH SKLAR Founder LogicWorks - josh@logicworks.us

WELL the good news from here in the U.S. isn't that jobs are sprouting up this summer. In fact, we seem to be at a 55 year low. How reassuring then to see signs that companies are beginning to spend again. Slowly but surely they are testing the waters to see if they should begin creating realistic market­ ing budgets once more. And how hungry the life in the waters is. On a recent through-the-line pitch for a government PSA - with a "let's stretch it to the limit and see if it breaks" budget for a regional media buy - there were fourteen agencies who responded. Of course we had to give away all the creative just to be con­ sidered. I am told that for a previous and sim­ ilar RFP, there were 25 agencies scrambling for the work here in little Austin, Texas. But at least that many have survived. And that's a good thing. A telling thing. New glob­ al crisis notwithstanding, 2004 seems to be on target for a steady recovery. All trends indicate the beginnings of stabilization in the

stock markets, the unemployment rate, inter­ est rates and consumer spending. Even in the marketing communications industry - and especially in the online medium. The eMarketer group has carried out a comprehensive study of the reasons behind the downturn in spending over the past few years. Taking the aggregate results from hun­ dreds of other research studies, including their own, they looked at everything includ­ ing how to plan integrated media budgets more efficiently; ways to use old media ana­ lyst tactics for more accurate new media metrics; the various ad formats; and on and on. They've found based on all this that not only are the projections for the next few years quite remarkable, but we're already doing pretty good. In fact, in the first quarter of this year, 24 companies belonging to the Online Publishers Association increased their online ad revenues by a combined aver­ age of 40.7% (over the first quarter of 2002). Ad Age reports that by 2006, online ad spending will jump to over US $8 billion annually - the same amount spent at the pinnacle of 2000. Of course you can see this

increase for yourself whether you're sharing in the new pie yet or not. There was a long period of relative stagnation for widespread online campaigns. Very little ground was bro­ ken and it seemed there were only a few shining examples of innovative or especially effective work out there. I think I've detailed that quite enough in previous columns. But in the last few months, on the major news and information web sites, search engines, community enclaves and popular services there have been many original ones. They utilize newer techniques to unob­ trusively grab the viewer's attention. Most within Macromedia's Flash in order to have a smooth or subtle delivery. It seems with businesses now over the 90s and capable of focusing on their actual, real value benefits and offerings, they are simply considering tactical, online marketing as another realistic, measurable channel in which to reach out to their customers. (More and more who are going online and spending increasing amounts of time there working, playing and, uh, adult things.) In other words, they've stopped 'hearing' and have started 'listening' to the reality behind how new media can actually increase their share. They've seen evidence of it. They are believers! Now we just need the religion to spread at a healthy pace (i.e., not too quickly but not slow enough to choke us) and for executives to keep their heads. It's been a tiring journey but it looks like those of us who have survived have come out much better for it.

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18 aDOiMARKETlNGCOMMUNICATIONS

YOU would think that all ad agencies would have exhausted all possible means of creating that one advertisement that would stand out from the rest and make heads turn. Well... think again! There's a newbie in town and it's sending people clicking. It is the SMS Direct Marketing Ser­ vice by Mobitek System Sdn Bhd. It is 100-percent Malaysian, and provides such a service to adver­ tising and promotion companies to conduct SMS contests, brand awareness campaigns and even event promotions. The Short Message Service allows mobile users to send and receive short alphanumeric mes­ sages without the expense of voice calls. And since its inception in 1989, the service has experienced

phenomenal growth. The GSM Association has reported that monthly global volume of SMS traffic is set to soar to 100 billion by 2003 end. Usage has also increased tremendously with total SMS sent hitting 400 million (Feb 2002). SMS is no longer a novelty, it has become part of our lives. With this proliferation of mobile phones and SMS usage, the time is defi­ nitely right to introduce SMS as the next generation tool for direct mass broadcasting of promotion and direct marketing campaigns. Better still, it allows for user interaction. Not convinced? Energy, Communi­ cations and Multimedia Minister Datuk Leo Moggie says, "Short Messaging Service raked in an esti­ mated RM 300 million revenue for local telecommunications firms last year. With almost two billion short messages recorded last year." So, the next time you plan a promotion and want sure fire results, think big,... or in this case, think 'small' and go for SMS Mass Broadcasting. It is instant and direct. U ctch my pt? ; )

call 03 - 7726 2588

HighLights

In Over

MY

BY GREG PAULL

"We hate commission. It's an oldfashioned way of agen­ cies getting paid, it encourages agencies to recommend only mediadriven work."

WE'RE currently working on several fee negotiations between clients and agencies in Malaysia, and we always run into the issue of the term 'overhead'. So we figured this would be as good a forum as any to try to give some sense of what it is, why it will increasingly matter and how clients and agencies can con­ nect on it. We hate commission Firstly - let's start with the basics. We hate commission. It's an old-fashioned way of agencies getting paid, it encourages agencies to recommend only media-driven work, it doesn't link to the required scope of work and output, and it just isn't transparent - an agency can make a windfall profit or massive loss based on factors beyond both parties' con­ trol. OK, enough of that. Back to overhead.

what their average overhead costs will be. Usually they are between 40-80% of the direct salary costs of the agency. The ones on the higher side will invest in the latest IT equipment and may be in a better work envi­ ronment than the ones on the lower side. Obviously a higher overhead will directly relate to a higher agency fee - but if that's your deciding factor in choosing the agency you should think more carefully about what you want from an agency. There will always be a 'cheaper agency' somewhere out there in KL - the question is, will they be 'better value?

Time for Multiple Choice We don't have the time and space here to adequately explain the role of a 'mutliplier' but for us, its core to the way clients and agencies connect on overhead costs. Assume an overhead is at 80%. We use a number of compensation models and tools to then "peg' this over 2 to 3 years. Depending on the mar­ kets, we may allow for inflation/deflation, Moving to fees On a fee, we routinely have agencies calcu­ rental costs etc. But importantly, the 'multi­ late the cost of actually running the client's plier' becomes set - if the agency can then account in two areas - direct salary costs manage their own internal costs, they can and overheads. Again to clarify, direct salary generate some savings until the next contract costs do not mean individual costs of people renewal. Likewise, the client is protected on the account - its unethical and unprofes­ with an overhead 'ceiling' and can budget sional for any consultant or client to ask for better and plan ahead with confidence. So now I suspect all of you are saying these - it's up to agency management to hire the right people and pay them appropriately. "Hmmm.. .this fee thing sounds hard - maybe We look instead at cost by department. Sep­ I should stick to commission..." On the con­ arate to that, we look at 'everything else' - trary, the fees once set become the simplest the overhead. This includes the rental, the and most transparent way for both parties to finance and admin people, usually general work. Media commission is just what the management and all other costs of running name says - the media paying the agency. It's like you asking an architect to design your an agency. house, and him saying "Don't worry - the construction company will pay my fees." What is a 'fair' overhead It's also not really the client's place to manage That's not a good long term business model or dominate an agency's overhead. The office for anyone. So let's hope more clients will join they have chosen is for their reasons. If the move to fees in Malaysia. they're a multinational agency they will have Greg Paull (greg@rthree.com) is Principal ofR3 Asia to pay fees to fund regional and global Pacific, the Asian arm of a global client-agency resources. And they have their own masters consultancy group specialising in agency remuner­ in Hong Kong and New York. You can gener­ ation, relationships and reviews. ally tell when you first walk into an agency

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FOR ASIA'S FIRST DOT CAMPAIGN Innovative Promotional Campaign Unites Broadcaster And Advertisers in effort to engage Malaysian Consumers LEADING Malaysian broadcaster ntv7 is partnering with marketing services agency TV Miles International B.V. (tv miles) to run the biggest marketing and media event ever realized in Malaysia, centered around tv miles' innovative DOT technology. The announce­ ment was made by Dato Shazalli Ramly, CEO of ntv7, and Andrej Henkler, Founder and Chief Executive Officer of tv miles. DOT campaigns have already been suc­ cessfully launched in various countries like Australia, New Zealand, Germany, Hungary, and Portugal. The ntv7 campaign, scheduled to start within the next 6 months, marks tv miles' first entry into the Asian marketplace. Partners like McDonalds, KFC, Coca-Cola, BP, Shell, T-Mobile, Unilever, and Kodak have all participated in various international campaigns and have reported impressive results in generating significant increases in awareness and product sales. "The success of tv miles' collaborative DOT campaigns for broadcasters and adver­ tisers in other markets around the world peaked our interest," said ntv7's Dato Shaza­ lli Ramly. "We have been intrigued by this innovative idea from the first time we heard about it. This unique campaign will create a new era of relationship with our advertisers and surely take our 'Your Feel Good Chan­ nel' positioning to a higher level. This will be our biggest marketing campaign since a long time and an undoubtedly ideal tool for our advertisers to boost their sales even in diffi­ cult marketing times!" In September, ntv7 and tv miles will take up discussions with key advertisers in the Malaysian marketplace, and the companies expect to announce participation of four to five key blue-chip brands. Creating a unique cross-media network campaign Built around a unique concept and technolo­ gy ("DOT"), the DOT campaign forges a bridge between strong consumer brands and media groups. tv miles is the company behind the worldwide patented DOT, a high-tech adhe­ sive cardboard disc (roughly one inch in diameter) that, when placed on a TV or com­ puter screen, is able to memorize specific RGB signals. The DOTs will be distributed to

consumers by exclusive brand partners. ntv7 will broadcast nominated DOT programs during the campaign period of 2 to3 months, during which consumers can activate the DOT by placing it on the tv screen. The DOTs are packaged along with instruction sheets and envelopes for returning activated DOTs at partner outlets, qualifying consumers for valuable prizes. ntv7 ensures heavy media exposure for the participating brands via cross promotion in TV, radio, print and at the partner POS. Effective communication in unique and entertaining environments, e.g. outside com­ mercial breaks and in editorial formats, is ensured. Consequently, maximum aware­ ness is reached and brand image ratings improve. The unique mechanism of this campaign has proved to deliver double digit increases in sales and purchase/visit frequency for each participating brand. DOT campaigns have earned a reputation for having outstanding consumer perception and participation,and this has translated into superior quantitative and qualitative results for the participating brands.

ntv7 and tv miles plan to close the acqui­ sition process for the exclusive brand part­ ners by end October 2003. About tv miles tv miles, founded in 1997, designs and imple­ ments effective, integrated marketing con­ cepts for some of the world's leading media companies and brand marketers. The com­ pany's concepts are based on the interna­ tionally patented DOT Technology, engaging consumers in interactive, multi-platform marketing campaigns.

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23

TNS Shakes Up TAM in Malaysia

Siti Norbaya Abdul Manaf offering an introduc­ tion to the Malaysian TV market's audience measurement, pointing out that it is way over­ due for a shake-up

Phillip Jones elaborating on the Malaysian TV market's

TELEVISION Audience Measurement (TAM) in Malaysia is way overdue for an overhaul according to TNS Malaysia Man­ aging Director Siti Norbaya Abdul Manaf. TNS was previously known as Frank Small & Associates and is now sporting a distinctive new pink logo in addition to its new name, as part of the company's recent rebranding. "With new television stations preparing to go to air and Astro gaining ground with its digital broadcasts, the Malaysian TV mar­ ket's audience measurement is overdue for a shakeup," she said. "Not only does TV need to become more accountable to its advertis­ ing clients, but the clients and buyers them­ selves are now much more demanding and sophisticated. They want overnight numbers on all stations - not just the free-to-air broad­ casters - and they want better quality of data from a much larger sample." Siti backed up her critique with facts and new technology when TNS recently hosted an industry seminar in Kuala Lumpur on Cutting Edge TV Audience Measurement. The key speaker was Phillip Jones, Regional Director Media, South East Asia & Pacific, TNS. Jones unveiled TNS' proprietary PeopleMeter TV metering boxes and previewed the company's InfoSysTV software for the analysis of television audiences for a seminar audience of media buyers, planners and decision-makers from both agency and client sides of the business. The media number-crunchers sat for­ ward in their seats as Jones spoke their lan­ guage: "The strongest features of InfoSysTV are that it gives you almost unlimited free­ dom to design your reports to suit your indi­ vidual needs, and its fast processing speed allows users to run long-term trend analysis with multiple targets, regions, channels and units in just seconds," he said. "The software has the same 'look and feel' of Microsoft Windows and is easy to use. It's also flexible in terms of defining demograph-

ics, channels and dayparts," said Jones. InfoSysTV was developed in-house by TNS in the UK and has since been deployed in more than 10 television markets through­ out the world. The TNS PeopleMeter 5000 television meter box shown at the KL semi­ nar is also the product of the company's own research and development. The PeopleMeter 5000 comprises a series (L - R) John Smurthwaite (Chairman, TNS Asia of credit-card sized modules which can easi­ Pacific), Siti Norbaya Abdul Manaf (Maanaging ly be removed, exchanged or replaced over Director, TNS Malaysia) and Phillip Jones (Regional Director - Media, TNS SEA & Pacific time. This means the channel detection tech­ nique can be altered without the need for building new meters, or for sending existing Jones also revealed that TNS is currently meters back to their country of origin for developing an AudioMatching system to alteration. Unlike the previous generation of match its PictureMatching technology. With­ meters, the TNS product incorporates both a in the Asia Pacific region, TNS already runs modem and a channel detection module television panels in China, Singapore, Viet­ within the same unit. This means the num­ nam and Korea and supplies technology for ber of meters per panel household can be audience measurement in the Indian market. reduced, resulting in significant cost savings. "We are currently tendering for the TAM "TNS uses a proprietary channel detection contract here in Malaysia," said Siti Norbaya technique called PictureMatching," Phillip Abdul Manaf. "TNS is well known for its Jones explained. "It collects a continuous capabilities in advertising evaluation here in electronic sample from part of the picture on Malaysia, but we are not as well recognised the television screen and stores it. These pic­ for television audience measurement - even ture samples are retrieved from the TV panel though the company is the global technology households overnight and compared by TNS leader in this field. Even our competitors use with a standard sample for all channels TNS technology for TAM. broadcasting. A correlation system then "TNS Malaysia also has the expertise inidentifies which TV stations were viewed in house to bring to this country the advanced the panel households across the viewing day. TAM methodologies the TV sector here is We can even identify channels switched to crying out for. Industry insiders will recog­ the nearest second!" nise the names of L. Supramaniam, our Tech­ nical Design Director, and Lee Poh Chun our Operations Director. Supra was a statistician in the Department of Statistics for 30 years "TNS Malaysia also has the before joining us, and Poh Chun came to us expertise in-house to bring to from AC Nielsen. "With this talent in Malaysia, backed by this country the advanced TAM Philip Jones in his regional role, I am absolutely confident TNS can deliver the methodologies the TV sector goods to media planners and buyers - the here is crying out for." hardware, the software and the methodolo­ gies, all with 24/7 support," she said.

24 3DQS MARKETINGCOMMUNICATIONS

HighLights

Wanted: ads that can't

flavour by putting little stickers on fresh man­ goes at fruit and veg stores, reading: "Now available in Snapple." But because it was an idea bigger than an ad, there wasn't a category to enter in those dark days. It used to be that marketing's most powerful words were "as seen on TV," but ideas bigger than the borders of traditional advertising are the pointy end of marketing have ad filtering technology in their living now. The moment is the message. Every cam­ rooms as well as in their heads. Glossy maga­ paign should attempt to step outside the tradi­ zine ads showing smooth shots of sheet metal tional media boxes that have to be ticked. won't move them anymore, either. So, instead Developing new forms of communication, or of waiting for the audience to come to them, new convergences of the now, is the creative Fallon took the campaign to the audience; and person's new job. If it hasn't been done, ask them to do it. In a laboratory in Buffalo, New then gave them exactly what they wanted. York, work is being done on genetically Entertainment. Stories. Emotion. modified butterflies, whose wings can be Of course, that entertainment also hap­ laser designed to "allow pened to have BMWs core companies to put their "driving" equity at its heart. So markings on them." the idea passed the relevance "Use the medium" has test there, too. It delighted con­ always been great advice, so sumers while seamlessly deliv­ in an age where the media is ering the brand's strategic metamorphosing on a daily message. basis, don't just be in it or on Great advertising is difficult to it; embody, extend, expand, define, but probably always and explode it. Don't just has these three elements: colour within the edges. Hy 1. novelty (the unexpected), to subvert the shape and 2. it generates positive feelings structure of the usual ad. The (likeable) possibilities have never been 3. and, it has meaning so exciting. Start looking for (relevance). ideas by thinking about your Sacrifice unexpectedness and Some of the "ideas bigger target person's total time, not your ad will be invisible. But than ads" featured in the just their media time. When be wary of creativity that book, Creative Leaps. are they really in the right doesn't create good feelings (or likeability). The toughest test of all is relevance; frame of mind to listen, as opposed to when but starting with it, as Anne Bologna we want to talk? Adland mindsets have to describes, can lead to highly innovative move away from the cosy pigeon-holing of answers. Work so good, "it causes the industry consumers into age or socio-groups, and move to stop in its tracks and re-consider the way toward a more realistic assessment of people's forward," said 2003 Cannes jury Presi­ real-life attitudes and aspirations. This will lead to industry-altering solutions. And it's a dent, Dan Wieden. This is not the first time a truly creative sure way to win awards; eventually. solution has been ineligible to win normal creative awards. I think it was the UK brand Michael Newman is the author of Creative Leaps (John Wiley & Sons); he heads the ideas company brandnewSnapple, some years ago, that had the charm­ man. brandnewman@ozemait.com.au ingly low-tech idea of launching their new

be entered into awards

BY MICHAEL NEWMAN

AND the winner is .... ideas bigger than ads. Not content with handing out bronze, silver and gold awards to a clutch of the world's most creative ads, the 50th. Cannes Lions festival organizers added a special titanium trophy in 2003. The latest in metal doorstops was given to Fallon, the US based agency, for its campaign of big-budget, short web-films ("The Hire"), produced for BMW in recent years. Many felt the series of 5 minute action packed mini-movies, directed by some of Hol­ lywood's top directors, didn't receive the recog­ nition it deserved in Cannes 2002. The bmwfilms.com campaign simply didn't fit into any of the carefully considered categories that the juries judge. In other words, it didn't fit pre­ existing notions of what an ad should be. Fal­ lon's creative people had been so original, they were unable to reap the natural rewards awards. So the titanium award was created. And so much better than a simple apology, don't you think? I was talking recently to Fal­ lon's President in New York, Anne Bologna, who gave me an interesting perspective on this campaign's beginnings. TUrns out, it wasn't some wild wacky cre­ ative idea that started out: "Hey, wouldn't it be cool to get Ang Lee or that Guy who married Madonna to shoot our ad?" "Those guys would never do a 30 second TV ad" "Well, hey, let's do a 5 minute ad that doesn't even run on TV?" "Cool. Let's go to lunch."

The truth was far more mundane, apparently. It was a simple question of relevance. Media relevance, in this case. After all, Bologna explained, the kind of people buying BMWs in the 'States don't sit around watching TV. They

'A Win-Win Situation

9

Joint Venture to Publish Magazines in Malaysia IF you are a woman, chances are you would have read Her World magazine a dozen times over. Launched in July 1960 by the Straits Times Press Group, the Her World title has become a household name both in Malaysia and Singapore. Thanks to a 191,000 readership from both sides of the Causeway. Now, a joint venture between Berita Pub­ lishing Sdn Bhd and SPH Magazines Pte Ltd gives Her World a vote of confidence for an even better future. Set in Malaysia, the com­ pany will be known as Magazine World Sdn

Bhd. Magazine World Sdn Bhd, is 70% owned by Berita Publishing Sdn Bhd and 30% by SPH Magazines Pte Ltd. Under the agreement, Beri­ ta Publishing has appointed Magazine World as its contract publisher for Her World, while SPH Magazines has licensed use of the content of Her World Singapore to the new company. The agreement takes effect from October 2003. This synergy of two publishing moguls defi­ nitely has its ups. Die-hard readers can look for­ ward to possibilities of new products within the months to come. © 3DI MARKET1NGC0MMUNICATI0NS 25

dDOl ITIediaBanc PANASONIC NEW TVC DEBUT - JULY/AUG 2003

AMBI PUR bersama Normala Samsudir

Brand: Ambi Pur Title: Zoot Review With Elaine Daly & Normala Samsuddin Duration: 30 sees Client: Sara Lee(M) Sdn Bhd Agency: Buchanan Group/OMD Malaysia Creative Director:N/A Art Director:George Weinberg (Shoot Director) Copywriter: Daniel Bruce Language: Bahasa Malaysia Summary: Normala describes how Ambi Pur transforms the ambience of her home, with differ­ ent frangrances to suit her different moods.

Brand: Nescafe Classic Title: Little Old Lady Duration: 30 sees Client: Nestle Products (M) Sdn Bhd Agency: McCann-Erickson Malaysia Creative Director: Huang Ean Hwa & Lee Szu-Hung Art Director:Jules Tan / KC Chung / Eugene Low Copywriter: Lee Szu-Hung Language: English/BM/Mandarin Summary: Good beans are hard to find, especially if it's a Arabica bean.So hang on tight when you get a hold of one.It might be taken away when you least expect it.

Ideas for Life

Strengthening Global Strategies through Brand Unification

Panasom weas for lif

Brand: Perodua Kembara Title: The Office Duration: 30 sees Client: Perodua Sales Sdn Bhd Agency: Naga DDB Creative Director: Ted Lim Art Director: Jo Ho Copywriter :TC Tan / Ivan Yeo Language: English/BM Summary: Having DWT is not the end of the world. You just have to accept it and live with it, because it will stay with you for a long,long time. Brand: Shell Title: Frigate Bird Duration: 20-30 sees Client: Shell Malaysia Agency: J.WalterThompson Malaysia Creative Director:Edwin Leong Art Director: Hans Lee Copywriter: Maslita Rezal Language: English/BM/Mandarin Summary: Shell gives you better mileage and keeps you going further, while helping you save. So be sure to look for Shell next time.

Brand: Telekom Malaysia Corporate Title: Erti Merdeka Campaign Duration: 30 sees Client:Telekom Malaysia Agency: Astana International Creative Director:Ree Chua /Vicky Lee Art Director:Joseph Lee Copywriter: Justin Language: English/BM Summary: Get your speech ready! You could be a winner at theErti Merdeka contest this August. Brand :TV3 Title:The Rock Duration: 120 sees Client: SistemTelevision Malaysia Berhad Agency: Leo Burnett Malaysia Creative Director:Yasmin Ahmad Art Director:Mohd Taquddin Copywriter:Jovian Lee Language: English/BM Summary: The Rock gets tackled in a surprising smackdown. Smell whatTV3 is cooking this time round and don't you dare touch that remote.

For more information please call Wing of MediaBanc at 03 7983 6668

261aDOi MARKETMGCOMMUNICATIONS

ASK anyone of their favoured household brand in home appliances, and chances are they would with conviction, refer to National Pana­ sonic. It is like when some ask for 'Colgate' at the stores, eventhough they clean their pearly whites using a different brand of toothpaste. And just as every good trend needs to be uplifted every now and then, so does the National Panasonic name. On 22nd April, 2003, parent company Matsushita Electric Indus­ trial Co. Ltd., Japan, announced they are dropping the name 'Nation­ al' and will now only market one single brand - Panasonic. Manag­ ing Director of the once National Panasonic (M) Sdn Bhd says the change is necessary to strengthen brand competitiveness worldwide, "We need to strengthen global brand strategy by focusing on the Panasonic brand name for a unified identity in the market and also as one brand for all product categories". The National brand name became a popular household name in Japan, before its subsequent introduction to the overseas market. However it was Panasonic that conquered most parts of the world, simply because the National brand in America had been registered by others and therefore could not be used. Introduced to Americans in 1961, the Panasonic brand became an instant success there. By the late 80's, Panasonic has conquered the global market for home appliances. Now, under the new global brand strategy, Panasonic Home Appliances will be the sole brand name for all home appliance prod­ ucts in South-East Asia, the Middle East and China. This transition will be complete by March 2004, under a whopping RM 20 million budget. This exercise will include, among others, company name change, advertising campaigns, public relations activities, new sig­ nages and product displays. Is the company confident such a dramatic change will not affect sales? Definitely! With Panasonic already covering 90% of sales out­ side Japan and recorded sales of RM 905 million as at their last finan­ cial year. There is no denying Panasonic will soar to greater heights now, especially when it has already bagged innovation and tech­ nology. 'Panasonic Ideas for Life'.

PublicRelation

jkck

How

rM Respectable is PR? BY MILLICEWT DANKER THE PR profession has had its share of bash­ ing, particularly from the media. Editors and journalists usually distrust us. Even last week, a senior editor challenged me with: Why are you in PR? All you people do is tell untruths. Do we? Do we lie on behalf of our clients and our organisations? Is this the general per­ ception of the media towards us? If so, the industry must respond. We should have a dialogue with the media, organise one of those roundtables that we execute so brilliantly on behalf of our clients, for ourselves. We need to react because, clear­ ly, the PR profession suffers from a negative perception. We should take the message out about what PR is, what it does, can and can­ not do, to key media institutions. For a start, I would say that there are PR practitioners and there are PR practitioners. Those of us who subscribe to the highest PR ethics or best practices would stand by our own personal and professional integrity. The International Public Relations Asso­ ciation, first set up in 1955, adopted 10 years later its International Code of Ethics, also known as the Code of Athens. It has since been translated into some 20 languages and upheld by the 90 or so countries, including Malaysia, who are members of IPRA. Addi­ tionally, members uphold the IPRA Code of Conduct which prescribes personal and pro­ fessional integrity; conduct towards clients and employers; conduct towards the public and the media; and conduct towards col­ leagues. Among the tenets of the Code, there are two worth mentioning here: • A member shall not intentionally dissem­ inate false or misleading information. • A member shall at all times seek to give a faithful representation of the organisation which he/she serves. More recently, IPRA has launched its Charter on Media Transparency which bench­ marks what PR practitioners can expect when dealing with editorial providers. On solicita­ tion, for example, the Charter clearly says: "There should be no suggestion by any jour­ nalist or member of staff of an editorial provider that editorial can be obtained in any way other than through editorial merit." Let me try to put a perspective on the issue by refreshing our view of what PR is. On this, I prefer to borrow a quote from the British Institute of Public Relations whose definition reads: "Public Relations is the planned and sus­

tained effort to build and maintain mutual ception to prevail? Is it not our duty and understanding and goodwill between an responsibility to allow others to express thenorganisation and its target publics." opinions, be entitled to their perceptions? Whenever I present this, I find myself What if the disgruntled employees took focused on the operative words: planned vs. their 'story' or their perceptions to the media knee-jerk; sustained vs. ad-hoc; build & main­ and created headlines across the nation? Can tain vs. hit & run; mutual vs. one-way; under­ we afford to allow the company not to have standing & goodwill vs. misunderstanding & its say? And if we do facilitate opportunities suspicion. More than this, however, the defi­ and platforms for the company to have its nition suggests responsible relationship-build­ say, are we to be accused of telling untruths ing and two-way communication. or fudging the truth? PR practitioners work closely with the media. We are not fabricators of information; rather we facilitate information flow. We research facts and figures, we write articles with clarity, we try to present alternative viewpoints on a particular issue, product, service, attribute. Yes, we must be creative to find the right things to say, things that will help rational people understand an issue with greater clarity. Yes, we try to be persua­ sive in our communication because it is a noisy marketplace and our messages must shine. But who ever said being persuasive means being false? Today, the Malaysian Government through the National Economic Action Coun­ cil has taken out several full-page advertise­ ments in the print media to tell its side of the story in the Singapore Water Dispute. This is a form of public relations. Is this spin? Even Back to my editor friend. I tried to defend diehard critics will find that there is more to the profession. I said we PR people do not lie, the 'truth' as told by the Singapore Govern­ we do not tell untruths, we only help our ment than meets the eye. If the NEAC had clients and organisations present their side of not risen to the challenge and presented its the story. In nearly every situation, there are version, we run the risk of being perceived several perspectives. Reality is perceived as a country that did not keep to its side of through the eyes of an individual, with his or the bargain. her emotional baggage, past experiences and PR is credible and respectable. Indeed, intellectual landscape. Whenever there is practitioners must make it a challenge to communication, a perception is created. One ensure that business and industry develop a thought is presented and a response is trig­ healthy respect for our role as communica­ gered. When one side tells a story, a particu­ tion counsellors. The media too, needs to lar emotion results. But there is always anoth­ be educated. Perhaps, in the past, PR practi­ er side to that story, and when that side is tioners fronted their clients as 'gatekeepers' told, the emotion or response may be altered. of information. Today, we are facilitators Let me use an example: If a company is of information. We help bridge the gap perceived to be unfair to its employees and to between institutions and their stakeholder be practising poor governance, resulting in groups, including the media. plant closures and layoffs, one cannot Indeed, we plan and sustain PR cam­ assume that the perception of the employees paigns, ever mindful of the fact that we is the only reality. Other stakeholder groups build mutual understanding and goodwill may perceive the company differently, and wherever we go. who is to say one perception is superior to another? If customers believe the company Millicent Danker is the principal consultant of Perception to have been a responsible and ethical Management Sdn Bhd, a global partner of Golin/Harris provider of goods and services, are we to dis­ International. She also holds the Malaysian chair for the International Public Relations Association. believe them? Are we to allow only one per­

PR is credible and respectable. Indeed, practitioners must make it a challenge to ensure that business and industry develop a healthy respect for our role as communication counselors.

dD0IMARKETlNGC0MMUNICATI0NS|27

PMAA2003

AND THE AWARD GOES The Promotion Marketing Awards TBWA. Korea kicked a golden goal at the PMAA 2003 for their 'Be the Reds' 2002 Soccer World Cup Campaign to be the Best in Asia. Attracting Indonesia, Philippines and Cambo­ dia for the first time, PMAA 2003 has now cap­ tured 12 of the 14 countries in Asia. And with a 25% increase from last years' entries, the awards added a few more new categories to its list. This included Best Campaign Using Sport, Tourism, Movie or Music Disciplines, Best

Cause or Charity Marketing Campaign, Best Event Marketing Campaign and Best Small Budget Camapign. Realising that marketing strategies have to continually keep up with the times, Ron Field­ ing, PMAA 2003 Chairman of Judges was par­ ticularly impressed with this year's submis­ sions. "All the winners can be justly proud of their efforts as the overall standard of entries was extremely high and far more diverse than

in previous years. There were some really great ideas, well thought through and professionally executed". The 35 PMAA winners will take on the best from Europe, the United Kingdom, The USA, Canada, Australia and South America, in the Marketing Agencies Association Worldwide "Globes" Programme. Winners of the "Globes" will be announced at the awards ceremony in Miami, USA, on October 27th, 2003.

SECTION 1 :THE WINNERS BY CATEGORY 1. BEST MULTI-DISCIPLINED PROMOTION CAMPAIGN. Gold: Bates/141 Singapore: "A Christmas Wrap for Heineken". Silver: TBWA Korea: SK Telecom. "Be the Reds" Campaign for the 2002 Soccer World Cup. Bronze: Team-Marketing Development & Services,Taiwan: "China Trust Bank Campaign". 2. BEST USE OF ADVERTISING. Gold: TBWA Korea: SK Telecom. "Be the Reds" Campaign for the 2002 Soccer World Cup. Silver: Bates Singapore: "A Christmas Wrap for Heineken". Bronze: Tequila Singapore: "Virgin Mobile April Fool's Ad". 3. BEST USE OF DIRECT MARKETING. Gold: 141 Worldwide Singapore:"Nokia 7210. Provoking the Senses". Silver: Tequila Singapore: "ESPN Star Sports.The Whip". Bronze: Tequila Singapore: "Palm Tungsten Launch". 4. BEST USE OF INNOVATIVE COMMUNICATION STRATEGY. Gold: TBWA Korea: SK Telecom. "Be the Reds" Campaign for the 2002 Soccer World Cup. Bates Singapore: "A Christmas Wrap for Heineken". Silver: Bronze: Bates Yomiko Japan: "Lucky Strike. Culture Creature Collaboration". 5. BEST USE OF 'NEW MEDIA'. Gold: Virtual Marketing India: Hindustan Lever. "Axeffect.com web site". Silver: AKQA Singapore: OCBC Singapore. "OCBC Financial Learning Games". Bronze: Field Force Euro RSCG China. Kodak. "Pedal Power. Kodak Rural Market Sampling Program". 6. BEST EFFECTIVE LONG TERM PROMOTION MARKETING CAMPAIGN. Gold: MTV India:Colgate Fresh Gel. "Colgate Fresh Energy Gel & MTV VJ Hunt". Silver: Ogilvy & Mather Action Singapore: "Pan-West. We Serve you all Round". Nn Bmnze was awarded.

28| 3D01MARKETINGCOMMUNICATIONS

7. BEST CAMPAIGN GENERATING BRAND AWARENESS AND TRIAL Gold: TBWA Korea: SK Telecom. "Be the Reds" Campaign for the 2002 Soccer World Cup. Silver: Cheil Communications Korea: Samsung Electronics. "Anycall onsite Promotion Standby Cue". Bronze: Hindustan Lever India. Bano Toonstar. "BanoToonstar with Scooby Doo Max". 8. BEST FMCG CAMPAIGN GENERATING BRAND VOLUME. Silver: Tequila Singapore: "Visa.The'Great Singapore Sale' Promotion". No Gold or Bronze were awarded. 9. BEST CAMPAIGN GENERATING BRAND LOYALTY. Gold: Lowe Thailand:TA Orange. "Orange Love SMS". Silver: TBWA Korea: SK Telecom. "Be the Reds" Campaign for the 2002 Soccer World Cup. Bronze: Lowe Indonesia: "Pepsodent School Sampling". 10. BEST BUSINESS TO BUSINESS. Gold: Tequila Singapore: "Palm Tungsten Launch". Silver: ESPN Star Sports Singapore: "Strength of a Network As A Must Have". Bronze: Tequila Singapore: "Palm Zire Launch". 11. BEST RETAIL ACCOUNT-SPECIFIC OR CHANNEL MARKETING CAMPAIGN. Gold: 141 Worldwide Singapore: "Nokia 5100 Launch - Made for Adrenalin". Silver: 141 Worldwide Singapore:"Nokia 6610 Launch - Perform in Style". Bronze: 141 Worldwide Singapore: "Nokia POS 7250 Launch - From Eye to Eye". 12. BEST DEALER OR SALES FORCE ACTIVITY. Gold: 141 Worldwide Singapore: "Nokia 7210 Launch - Provoking the Senses". No Silver or Bronze were awarded.

ro... if Asia 2003 13. BEST CAMPAIGN USING SPORT,TOURISM, MOVIE OR MUSIC DISCIPLINES. FOR THE SPORT DISCIPLINE. Gold: TBWA Korea: SK Telecom. "Be the Reds" Campaign for the 2002 Soccer World Cup. Silver: Tequila Singapore: "ESPN Star Sports.The Whip". Silver: Virtual Marketing India: Bharat Petroleum Corporation, Speed Petrol. "BPCL Speed Run". No Bronze was awarded. FOR THE TOURISM DISCIPLINE. Gold: Australian Tourist Commission Singapore. "Celebrate Australia in Singapore". Silver: FM Communications Korea.Korea Telecom. "2003 KTF Pacs Frontier Policy Presentation". No Bronze was awarded. FOR THE MOVIES & MUSIC DISCIPLINE. Gold: Virtual Marketing India: Bharat Petroleum Corporation, Speed Petrol. "Bond with Speed". Silver: Cheil Communications Korea:Samsung Electronics Anycall). "The Human Concert of GOD for 100 Days". Bronze: 141 Worldwide Philippines: Allied Domeq. "Fundador Magkaibiggan Habang Panahon". 14. BEST CAUSE OR CHARITY MARKETING CAMPAIGN. Gold: AKQA Singapore: MSN Singapore and Straits Media Light of Thanks Campaign. A Tribute to the Medical Profession's fight against SARS Silver: Lowe Thailand: Cerebos. "Brand's Artificial Leg Program". Bronze: Team-Marketing Development & Services,Taiwan: China Trust Bank."Light up the Light of Life Charity Campaign". 15. BEST EVENT MARKETING CAMPAIGN. Gold: Australian Tourist Commission Singapore. "Celebrate Australia in Singapore". Silver: 141 Worldwide Philippines: Wella Philippines. "Zensation". Bronze: Virtual Marketing lndia:William Grant's & Sons. "William Grant's Corporate Cricket Tournament". 16. BEST SMALL BUDGET CAMPAIGN. Gold: Oglivy Redcard Singapore:The Economist."I wish I read it". Silver: Oglivy Redcard Singapore: KFC Singapore. "KFC Bag". No Bronze was awarded. 17. STUDENT CATEGORY. Gold: Yonsei IS School Korea. Budweiser. "Bud. Fill me Up!". Silver: Sydney Ultimo TAFE Australia. "Launch of the Explorers Club for the National Geographic Channel Australia". No Bronze was awarded.

The

,

romotion

SECTION 2 :THE WINNERS BY COUNTRY BEST IN ASIA TBWA Korea: SK Telecom. "Be the Reds" Campaign for the 2002 Soccer World Cup. BEST IN CAMBODIA 141 Cambodia BEST IN CHINA Field Force Euro RSCG China.Kodak. "Pedal Power. Kodak Rural Market Sampling Program". BEST IN HONG KONG Promotional Campaigns.Texwood Jeanswear. "The Pure Jeans Campaign". BEST IN INDIA MTV India:Colgate Fresh Gel. "Colgate Fresh Energy Gel & MTV VJ Hunt". BEST IN INDONESIA Lowe Indonesia.Clear Shampoo. "SWAD Special Sampling". BEST IN JAPAN Bates Yomiko Japan: "Lucky Strike. Culture Creature Collaboration". BEST IN KOREA TBWA Korea: SK Telecom. "Be the Reds" Campaign for the 2002 Soccer World Cup. BEST IN MALAYSIA FCB Malaysia. AmBank Group. "Let's Duit". BEST IN PHILIPPINES 141 Philippines. Allied Domeq. "Don Pedro HagodTime". BEST IN SINGAPORE Bates/141 Singapore: "A Christmas Wrap for Heineken". BEST IN TAIWAN Team-Marketing Development & Services,Taiwan: China Trust Bank. "Light up the Light of Life". BEST IN THAILAND LoweThailand:TA Orange. "Orange Love SMS".

8D0IMARKET1NGC0MMUNICATI0NS129

HighLights

SHIFTING

Gravity BY COLIN JOWELL Strategic Planning Director, M&C Saatchi, Malaysia

WHEN you write a column on marketing, you have to make yourself a promise: No matter how starved you are for content, no matter how desperate you are for controver­ sy, you are to stay away from bold state­ ments. You should not under any circum­ stance make dangerous predictions that could incite humiliation. I have the same media planner on record as having declared the web the only future, only nine months later declaring its demise. Particularly in this web-enabled world, you must be careful, since your immortal words are one Google search away. On the following prediction though, I am pretty certain. There has been much talk about how recent world events will change the face of global marketing. I have read several decla­ rations of death to American brands, which is a tad reactionary if you ask me. To cite the decline of McDonalds and Coke is only AS long as you live in Malaysia, breathe Malaysian air, and eat Malaysian food, you would definitely frequent mamak stalls. I don't believe there is any other place in the world that serves a fresh plate of roti canai and teh-tarik at three o'clock in the morning. So you and your 'teh-tarik gang' sit at those tables for some hours, talking about nothing much at all. Your attention then diverts to a huge tablemat beneath the plates and glasses. The mat is advertising the latest promotion from Telekom Malaysia which offers unbeatable call rates. You decide to give them a call since you are a high-end tele­ phone user. You have just been zapped into Kelvin Hong's idea of a revolutionary and uncon­ ventional form of advertising - Table Top Advertising. Known as 'TableTalk', it is definitely a sure way to make any product the topic of conversation. 'TableTalk' started off as an idea to incor­ porate jokes and riddles to help customers kill time. Now, Hong's table top advertise­ ments has evolved into a business which boasts an impressive clientele involving National Panasonic, Intel, Telekom Malaysia, Ministry of Women and Family Develop­ ment, 20th Century Fox, Calvin Klein, amongst a host of other big names. According to a survey, at least 70-percent of Malaysians eat out on a regular basis, especially during weekends. So, with a little 30 3DOIMARKET1NGCOMMUNICATIONS

pointing out a decline that has been going on for years as the educated world becomes not only more health conscious, but bored with the same old thing. It's not their American Brand DNA that's killing them, it's the degree of innovation. So Coke now is in the bottled water business and Mickey D dishes out variations on local favourites in many markets. Whether we prefer bottled water that has Coke branding on the fine print, or whether you can handle McDonald's version of Chicken Rice is another debate. But there are changes afoot in terms of where people look to for preference. The consumer's "centre of gravity" is no doubt in flux. It's already moved away from an almost single-minded focus on the west, but where it settles at this point is anyone's guess. Some have cited that the future resides in greater national pride and ownership: the growing trend of countries claiming brand rights over their own traditional food names, is not only smart business, but a priority now in part because of patriotic sentiment. But

marketers jumping on this bandwagon, beware. To allow one's brand to be driven by local culture assumes that the brand of their particular nation is in perfect health. Most countries need a little work, and no-one is harder on a local brand than the locals. As an expat, I drive a Proton. To me, it's cheap, fuel efficient, and the air-con works. It does the job fine, even if plenty of locals warned me otherwise. So here's my prediction: Until we have a better idea of what's coming, I think we need to think more laterally than the demise of Yankee brands amid a knee-jerk flush of patriotism. Look past the politics and you'll see what consumers really feel: the domi­ nant trend now is uncertainty. They can't count on the news. Corporate failures else­ where have made them suspicious. So now, more than ever, they are craving companies they can count on, that walk their talk. But since only used car salesmen go out there and say "trust me", you will have to start rewarding them with the things they can actually see. Simple, tangible things that win back trust and faith. Whether it's a new product, or a step change in service delivery, my money is on a marketer that focuses on one aspect of the business, and makes one noticeable change that actually proves their commitment. Easy words, harder actions for sure. In the mean time though, you can start small. Even if it's a voucher for a free Coke.

Let's Have A Table Talk

One Man's Idea of a New Medium for Advertising common sense and creative marketing, Hong has taken advantage of this survey to bring advertisers' ads to places where customers are most vulnerable, and stand a much bet­ ter chance to absorb advertising messages. The customer cannot turn the page, change the channel or miss the message. Table Top advertising can be used not only as a strategic tool in helping build brand awareness, but also as a tactical means of cre­ ating extra visibility for promotions and spe­ cial offers on a more segmented basis. It cre­ ates excellent brand awareness. This excel­ lence has given Hong's Tableview exclusive

rights to more than 2,000 outlets nationwide, covering Mamak restaurants, coffee shops, colleges, universities, hypermarket foodcourts, delis and cafes. So, the next time you are at you favourite mamak hangout, take a good look at the table. It might just be advertising that one thing you have been dying to get.

Your aerial advertising specialist. Call 03 7955 1284 or 7845 2284 www.skytolet.com

BookReview

PICK YOUR The secret of a good cuppa is in its Beans STORYTELLER. A true story behind traditional business practices

BRAND POWER Facts and Value

The branded advertising vehicle recognised the world over for its ability to drive sales, Brand Power continues to deliver strong results for leading FMCG brands. If your brand is available in supermarkets, use Brand Power to explain its features and benefits in a rational, credible way.

review What is Zoot Review? It's the branded advertising vehicle that features a celebrity discussing their experience with your brand. What makes Zoot so special? It's unscripted. The result is advertising that's fresh, honest and effective.

Title : Beans Four Principles for Running a Business in Good Times or Bad Author : Leslie A. Yerkes & Charles Decker Publisher : John Wiley & Sons, Inc. BEANS is a true story of The El Espresso cof­ fee shop. Although the real-life coffee shop goes by another name, this small business is typical of many other businesses, large and small. It tells of Jack and Dianne Hartman who flew the road to success from airline flight attendants to the king and queen of Seattle's espresso scene. And just like all other fairytales, the journey was not without turbu­ lence before the smooth landing. Beans is also about the people who have cho­ sen to work for and patronize The El Espresso. Their experiences, how The El Espresso has changed their lives and the lives of Seattleites who consider the El their regular coffee shop. But mostly Beans is how 'Passion', 'People', 'Personal', and 'Product' can improve work experiences for either an owner, a new manag­ er, or an employee looking for a smarter way to work. The secret is that the quality of the cup

of coffee, the quality of work experience, is a direct result of what goes into making it. The book reminds us of the fundamentals of business, and that work is more than just making money. Work is about enjoying what you do. It is about having passion and the right attitude, and making that natural exten­ sion of yourself to fulfil a need. Beans tells us that you do not have to be a natural born leader to stick to the basics of treating people right and running an honest business. If you liked Who Moved My Cheese, you will sure enjoy Beans. The characters are deeper, and the principles easier to under­ stand. But although the story is well-told, and inspirational in its own way, it is still far from handling real-world problems. If nothing else, Beans can be a motivating factor in improving morale and attitude in and around the workplace.

infotalf? Just because your brand is sold outside the supermarket, doesn't mean it can't benefit from a rational advertising approach. Borrowing from the successful Brand Power format, Infotalk TVCs create the impression of a bureau researching and testing products then delivering the information to consumers. The result is an execution that's factual and compelling.

&

Buchanan* Group 77C Duxton Road Singapore 089536 Tel: +65 6227 3008 Fax: +65 6227 0232 Email: peonyl@buchanangroup.net eileench@buchanangroup.net Web: www.buchanangroup.net

CampaignShowcase

Upside Down is Actually D i r i l i i C i r l o II w\ Perodua's Unconventional niyill Olilc up Campaign Sells WHEN it was first launched, the Perodua Kenari didn't quite appeal to everyone. An unusually tall vehicle, its unconventional looks took time to gain acceptance among conservative Malaysians. Now, thanks to a facelift model in May, there is an overwhelming demand for the Kenari. And this is in no small part due to the repositioning of the vehicle. With the tagline, A Different Point Of View, the Kenari now appeals to Malaysians with well, a different point of view. The new positioning, which was launched in August last year, was supported by cam­

paigns which, in keeping with the spirit of the vehicle, were themselves unconventional. The campaigns were produced by local agency Friends Advertising and Communications and featured the memorable commercials "Bride and Groom" and the latest, "2perman". The campaigns also featured the "UpsideDown" series of press advertisements in local dailies and an eye-catching billboard along Jalan Kuching. The radio commercial - using only sound effects - even won a Silver at last year's Kancils. Friends Advertising Group Managing Director Shahrein Zainal Abidin is delighted with the results of the campaign,

and so is the Client. "We are fortunate that Perodua are very receptive to new ideas, and that has paid off handsomely. We also hope that the success of this campaign will change the perception that local ad agencies are infe­ rior to the multinationals". Shahrein is confident that with the arrival of AFTA, the Kenari is best positioned to deal with the challenges ahead than other local car manufacturer. "The Kenari has become a brand to be reckoned with as drivers do not buy it because of its affordability, but because they can relate to the brand. It suits their personality".

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34 8D0IMARKEHNGCOMMUNICATIONS

Over 30,000 readers and one well-known author on Advertising

I WORLD INDEPENDENT AGENCY NETWORKS ORGANIZE AS SUMMIT GROUP

Summit Group is now the official name for the organisation for independent global agency networks. Network heads,or NetHeads, met in Sanibel Island, Florida recently to also discuss issues common to networks made up of entrepreneurial agencies. A prospect agency wishing to join the Summit Group must be owner-operated, have been in business for five years, have financial stability and have a local reputation for superior creative work.

• THE END OF THE LOVE BUG Curtains came down on one of the world's most worshipped classic designs last month when carmaker Volkswagen announced it was shutting down production of the old classic beetle in Mexico. Hundreds of beetle lovers broke into tears as the last of the retro models rolled out of the production plant, bringing to an end a great era of motoring. Mexico is the last country in the world to pro­ duce the old beetle and since 1998, the car has only been sold there.

•_ FALLON WINS US$220 MIL AD ACCOUNT Subway Restaurants has chosen Publicis Groupes' Fallon,Min­ neapolis, to handle its $220 million advertising account. Fallon won the account after a review that included a few renown independent independent agen­ cies. Chris Carroll, Marketing Director for Subway Franchisee Advertising Trust Fund said, "We would have run the work of any one of these agencies. At the end of the day, we had confidence that this work more than the other work and [Fallon's] capacity to execute against it would be better." Mr. Carroll said he expects to present Fallon's work to franchisees in three weeks at the national franchisee convention. New ads will break in October.

• 'GO1 PUBLISHER ABRUPTLY RESIGNS Ron Galotti, publisher ofConde Nast Publi­ cations' GQ magazine, left the company abruptly on July 17th and was replaced by Peter King Hunsinger, president of the Conde Nast Bridal Group. Mr. Galotti had only returned to Conde Nast last year fol­ lowing the demise of Talk magazine, the joint venture between Hearst Magazines and Miramax which he had left Conde Nast for in 1999. During his previous 13-year stretch at Conde Nast, he served as pub­ lisher of Mademoiselle, Vogue and Vanity Fair and was publisher for the launch of Conde Nast Traveler. His departure follows the retirement and death of longtime GQ editor Art Cooper.

36 SDOi MARKET1NGC0MMUNICATI0NS

The Last New World has come first Margolis bags the Oldest International Journalism Award NEWSWEEK Special Correspondent Mac cases, government action". Margolis has been awarded the 2003 Maria "Margolis' book on the Amazon rainforest, Moors Cabot Prize for outstanding reporting 'The Last New World,' is a significant contri­ on Latin America by Columbia bution to international under­ University's Graduate School of standing of the complex eco­ Journalism. nomic, racial and political fac­ Judges praised Margolis for a tors at play in the quest to both "remarkable job of deciphering protect and exploit the world's the complexities of Brazilian largest rainforest". A native politics, economics, society and from Durham, N. C., Margo­ the environment" in his 21 years lis left the United States for of reporting from his base in Rio Brazil because of his compulsion de Janeiro. "Not all correspon­ to understand other people and dents are capable of living more cultures. than two decades in one country The sensitivity he dis­ and maintaining a critical and played throughout the book Mac Margolis made Brazil comprehensible imaginative eye, but Margolis has done so. He has doggedly reported on and multidimensional to others. For that, he Brazil's key unresolved issues: landless peas­ not only clearly understood what makes ants, grinding poverty and environmental Brazil tick, but it also earned him the ulti­ degradation. These reports have often mate prize presented for the past 65 years sparked public debate in Brazil and, in some to reporters and editors alike.

Coke's $10m Whopper Cropper AN agreement has been struck by Coca-Cola with Burger King its second-biggest US fountain customer after McDonald's - in a dispute over a rigged joint promo for a Coke sub-brand in 2000. Coke conceded two months ago that that certain of its employees "improperly influ­ enced" the results of a pilot promotion for Frozen Coke at BK locations in Richmond, Virginia, where Coke-employed consultants posed as customers to buy meals offering Frozen Coke coupons. As a result of the Rich­ mond trial, the promo was rolled-out nation­ ally later that year. The scam came to light after Matthew Whitley, a former Coke fountains division executive, blew the whistle [WAMN: 21st May 03], leading to a confrontation between the two companies. However, all is now sun­ shine and roses after reaching a "fair and equitable financial outcome" - egalitarian, it is said, to the tune of 10 million US dollars. According to Coke spoke Dan Schafer, the company is "now focused on strengthening the relationship" with BK, such relationship having already thawed to the extent of the latter reversing its planned phase-out of Frozen Coke, now renamed Icee. Coke was desperate to retain the Burger King business despite its minimal profitabil­ ity. Not only would its loss have opened the door to deadly rival Pepsi-Cola, but the chain's 8,000-plus US restaurants are a

highly visible, big volume outlet for several Coke brands. But though the faked promo may now be ancient history for the two protagonists, Coke's alleged misdemeanour (along with the accounting practices of its fountains divi­ sion) are seen very much as current affairs by a federal grand jury and the Department of Justice - both of which are actively probing the charges [WAMN: 14-Jul-03]. Data sourced from:The Wall Street Journal Online; additional content by WARC staff

Oops, John who? In our July/August 2003 issue of ADOI, we credited 'Lessons From War' to John Wong from JM Creative. It should have read JW Creative. Our sincere apologies to the won­ derful people working at both JM Creative and JW Creative for this error. JM Creative is a fully accredited advertising agency and a member of the Association of Accredited Advertising Agents Malaysia.

People

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Chris Leong, President of Grey Global Group South East Asia, recently gave birth to her second boy. Aidan Leong Paull was born at 6.42pm on 29th July, 2003 at KL's Gleneagles Hospital. Proud father Greg Paull of R3 Asia Pacific couldn't contain his excitement; check out http://www.msnusers.com/aidanpaull

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NEWSBRIEFS I ASIA VETERAN GETS A BOOST UP CREATVIE LADDER Gwee Wee Lam, a 20-year veteran of industry creative, has moved a notch higher to become Ogilvy & Mather China's Director of National Creative Services Unit. Based in Beijing, Gwee, who was previously Director of O&M Beijing's CSU, will oversee country-wide CSU activities, helping O&M share resources between its three Mainland offices. Possessing excellent creative execution skills, he will also work to achieve the communications group's vision of "One Creative Department". NEW ECD ON THE BLOCK Murphy Chou will join the ranks of others at Ogilvy & Mather Taiwan in mid August. Chou was first CD in charge of Ford for JWTTaiwan before his appointment as ECD of Bates Greater China. He has a terrific creative pedi­ gree, with numerous accolades to his name he was a finalist at Cannes with two ads for Nokia. Just to prove his competence, Chou has already been asked to hire new staff to support the creative department. FOSTER'S BAGS THREE MEDALS AT INTERNATIONAL AWARDS

Established in 1909 and named after Frechman Victor Larue, Biere Larue became the fastest growing new beer in Vietnam. Foster's Vietnam Limited then acquired interest from the Larue brewery in 1997. In steps Pius Eugene in 1998 from The Studios of Pius Eugene to redesign the Biere Larue label and make it 'export quality'. Using only an archived photocopy of a very old "Victor Larue" beer label image as proof, Eugene brought life to the original. The restoration process involved tedious study, and some help from Adobe Illustrator Today. The final copy of the Bierre Larue export label was based on a 1998 label for Foster's "Future" marketing plan,and that propelled them to a Gold, Silver and a Bronze.

Smacking It On Right

CRUSH Splashes Colour To Revlon's Ads LADIES... I'm sure you have been plying the aisles of every mall in the city, looking for that one lipstick that stays on for hours on end, without smudging. Guys... I'm sure you too would like to see a lipstick that stays on the girls without rubbing off on your shirts! Fret no more, people. Revlon has developed a new Colorstay Lipstick that guarantees to stay on lips for eight hours, without smudging. To promote this new revolution in cos­ metics, Revlon approached CRUSH to design a creative platform that would stand out from other competitive brands in the market claim­ ing the same long-lasting effects. So the cre­ atives at CRUSH had to come up with a cam­ paign that had to drive home the point that Revlon's Colorstay Overtime stays on long after others have come off. And they did? Did the campaign work? Well, Revlon says that sales have since been very encour­ aging. Alliance Cosmetics Sdn Bhd 's CEO, Tan Thiam Hock, says the ads have also

helped Revlon maintain a high profile in the marketplace. "Right marketing mix. Right product selection, suitable for local tastes; correct pricing strategy in line with brand positioning; upgraded cosmetic counters with improved merchandising concepts, which are more user friendly, brighter and more visual. More money was invested in above-the-line campaigns to increase brand awareness consis­ tent with positioning of the brand." Hard work really does pay off, as the campaign carries interest­ ing use of provocation and unconventionally to comple­ ment international ads. It def­ initely increases awareness of the brand and its product benefits. Now we know why the ads have left Tan smiling all the way to the bank.

• AXN EXTENDS CARRIAGE

ON HONG KONG CABLE Asia's premiere action-adventure television network, has renewed its exclusive distribu­ tion carriage agreement on Hong Kong Cable Television Limited's (Hong Kong Cable) programming platform.This renewal ensures that Hong Kong viewers will continue to get the Big Buzz from AXN's stellar offering of action-adventure programming, which con­ sists of exclusive screenings of the biggest action series (including CSI, CSI Miami, Alias, 24 and Boomtown), blockbuster action movies (such as Charlie's Angels, Hollow Man), adventure-reality and lifestyle sports (including The Amazing Race, Fear Factor and Eco-Challenge), and the coolest and trendiest anime from Japan (such as Metropolis, Ranma_and Rave).

38 aDC MARKET1NGC0MMUNICATI0NS

The Creatives behind the Revlon Campaign - Teh Take Huat (Art Director), Suhaimi Saadun (Chief Creative Director) and Michelle Bridget Fernandez (Copywriter).

Now it's easier and safer to have an affair.

Revlon ColorStay Overtime Lipcolor. Doesn't come off on anything..

I MALAYSIA

Going Beyond Expectations

• CHAMPIONING CHANGING TRENDS IN ADVERTISING

Malaysia Airlines cashes in on campaign success

Rishya Joseph is the newly elected President for the International Advertising Association (IAA), Malaysia Chapter. Joseph, a veteran in the advertising industry, is Managing Direc­ tor of Dentsu, Young & Rubicam (Malaysia) overseeing operations for DY&R and Wunderman, and serves as DY&R's Senior Vice Presi­ dent and Regional Director. IAA aims to work closely with professionals in the advertising industry to garner greater support while addressing the changing needs of the indus­ try. The association's principal objectives, among others, include the advancement of advertising standards.

LEO BURNETT Malaysia, Malaysia Air­ lines' communications partner, launched a new campaign aimed at revitalizing the air­ line's positioning in the international aviation industry. The worldwide campaign, 'Going Beyond Expectations', was first launched in early October 2002 and is the largest cam­ paign Malaysia Airlines has run in the last five years. The new campaign, the second

• PR OLYMPICS TO PROMOTE EFFECTIVE COMMUNICATION

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Leo Burnett Malaysia recently held a one-day training programme, called the PR Olympics, aimed at communicating the importance of public and media relations to fourteen senior members of Leo Burnett Malaysia's brand management and diversified unit teams. Charles Cadell, Managing Director of Leo Burnett Malaysia, says the initiative will help heads to take a more strategic and holistic approach to develop effective communica­ tion solutions. The PR Olympics, consisting of three sessions, is a first in a series of training programmes to introduce the strategic value of the different communication disciplines.

• DRIVING SALES OF THREE MAJOR BRANDS People 'n Rich-H is all set to drive sales and enrich brand values of three major brands from John Masters Industries Berhad in the Malaysian and regional market. The brands are KIKO (top quality children's wear), BABY KIKO (clothes and accessories for the new­ born and toddler), and Schwarzenbach (a reputed brand of sports and casual wear). People 'n Rich-H need not do much to pro­ mote these brands since they are already of internationally superior quality fashion, fab­ ric and detail. All the agency needs to do is to creatively bring this to life.

• GOOD TO THE LAST DROP Guinness Anchor Marketing Malaysia has con­ solidated its Guinness Foreign Extra Stout rela­ tionship marketing account with OgilvyOne, following a multi-agency pitch. The assign­ ment was previously split between OgilvyOne and Euro, with the former managing the Guin­ ness database and the latter developing the relationship communications campaign.The focus of the pitch was to develop campaigns that would keep Guinness' core group of loyal customers happy as well as grow their value through increased consumption.There was no review of the above-the-line creative account, which remains with Saatchi & Saatchi.

40

aDOI MARKEHNGC0MMUNICATI0NS

phase of 'Going Beyond Expectations', is now running in key markets in the AsiaPacific region, Europe and the United States. It will involve a number of print ads as well as a television commercial, filmed entirely in Malaysia, for use in both domes­ tic and international markets. The commer­ cial is part of a global campaign conceptual­ ized and produced entirely by the team at Leo Burnett Malaysia. Filming for this televi­ sion commercial is expected to take place

between the 17th and 19th of July, 2003. To ensure a replication of success, Leo Burnett has acclaimed Hong Kong director, Mr. Alfred How, to direct the commercial. And from the sounds of it, the commercial will be an excellent representation of the promising future for our national flag carrier. So time in to your tele and don't switch chan­ nels during commercials!

YoungGuns

Winning Awards Can Ruffle A Few Feathers YoungGuns launch 'Expect Jealousy' campaign THE "Expect Jealousy" campaign, appropri­ ately themed 'Winning Awards Can Ruffle A Few Feathers', for the 2003 YoungGuns International Advertising and Design Award was launched in Sydney on July 10th at the Peppermint Lounge. The launch was spon­ sored by Getty Images and Campaign Brief. YoungGuns is the only international advertising and design award for under 30's. It was created in 2000 with the express direction of assisting the development of young creative talent through recognition of their work and the provision of real opportu­ nities to assist their careers. Last year Young­ Guns received over 2000 entries from 47 countries. The event has been marketed via a series of advertising campaigns designed to appeal to young creatives. These campaigns have drawn a great deal of attention from the cre­ ative community, to the extent of being recognised at a host of other international awards including the British D&AD Awards and the US based One Show Awards. The 2002 "YoungGun of the Year" win­ ners, Antony Nelson & Mike Sutherland, pre­ pared the "Expect Jealousy" campaign. It was produced by Blake Powell of STINK London, and directed by Thor and Adam Berg. Thor is a 23-year old Icelandic director who was featured in this year's Saatchi New Directors showcase at Cannes. The campaign, which consists of print and MPEG (viral marketing) executions, shows what can happen when co-workers become jealous of their successful young colleagues. As the campaign creators say, "It gives you a glimpse into the world of backstabbing and shows just how far some people are prepared to go. So the next time someone congratulates you on your work and says: "Brilliant, A Strong Thought And Really Different", think about what they're really saying." Catch more of the YoungGuns awards when judging starts this October. Mean­ while, here is an excerpt of an interview between YoungGuns and the STINK team, the producers/directors of the Expect Jeal­ ousy campaign - Thor and Adam Berg (direc­ tors) and Blake Powell (Producer). YG: What were your reasons for taking on the production of the YoungGuns campaign? Blake: Stink is always prepared to work on really interesting projects - we felt the scripts were excellent and we wanted the chance to work with Antony and Mike again (previ­ ously shot Skoda with them)

YG: Did you guys enjoy working on this project? Thor & Adam Berg: Very much so - the help we have had has been incredible, from the crew through to post production. We thought it was great, had a lot of fun and although we had quite a lot to shoot in a day it all went very smoothly. We feel also that working together with Mike and Anthony has gone well all the way through the shoot and after.

But of course we hope that future filmmak­ ers will reference and quote these films in the years to come. YG: Did you show the scripts to your mum? Blake: Yes Thor did. He is the youngest though and his Mum really liked them!

YG: As young directors/producer your­ selves, did you identify with the theme of the campaign? Thor & Adam Berg: As we are in a compet­ itive business we have all felt the jealousy when someone does really well and you can also feel the jealousy towards yourself if you have done something good. So of course we could identify with the ideas. Similar thoughts have crossed our minds, maybe not so drastic as the biro but to the same effect. These ideas are also something to keep in mind if you ever want to get upset with a runner or a waiter. Blake: Yes I did. We all used to play pranks on other employees, such as glue their favourite pens to the desk. Just very grown up stuff really! YG: What are Thor & Adam's thoughts on the campaign and the idea? Thor & Adam Berg: We liked the ideas very much and also thought the print ads are excellent. It is always good when an idea points not only to the benefits of something but also to the possible disadvantages. Makes the ideas much more real and believable. YG: Do you think it's a campaign that young directors can learn from? Thor & Adam Berg: As above with waiters and runners, yes. Also be suspicious of your older colleagues. It also goes to show that you do not need helicopters and exploding cars to make something entertaining and tell a good story. Sometimes the small things are best.

YoungGuns aDOl MARKEHNGC0MMUNICATI0NS 41

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Mesti Tonton Merdeka THERE'S more ways than one to celebrate this 46th year of Merdeka. Your Feel Good Station has lined up 3 days of just the right programs for everyone. So, if you are not brave enough to battle the traffic jam for some outdoor fun, stay indoors and cuddle up to these programs. UEFA Super Cup 2003 The 2003 UEFA Super Cup will take place on 29th August 2003 in Mona­ co. This curtain raiser to the most prestigious league in the world will assemble UEFA Champions League winner, AC Milan against the UEFA Cup champions, Porto. Milan has previously won the title three times since its inception in 1974 whereas Porto has only won it once in 1987. Catch this exhilarating game on Saturday, 30th August 2003 at 2.45am. Broken Arrow A corrupt Air Force major intentionally crash lands a U.S. plane in the middle of the desert and holds two nuclear warheads for ransom. The only ones who can stop him are his co-pilot, a younger Air Force captain, and an ambitious U.S. park ranger patrolling the area. This action thriller movie is directed by Hong Kong cult favorite, John Woo. This film won the BMI Film & TV Awards in 1996 and possesses strong casts such as John Travolta, Christian Slater and Samantha Mathis. Saturday, 30th August 2003 at 10.30pm. Ramli Sarip : Kebebasan Ramli Sarip or fondly known as 'Papa Rock' is a legendary singer and producer in Malaysia. His highest album sale recorded 250,000 original copies, with an average of 100,000 per album. 'Ramli Sarip: Kebebasan'

is a one-hour musical program that features songs per­ formed during his recent gig. Sunday, 31 August 2003 at 12.30pm. World Peace Music Awards Fifteen thousand people attended the First Annual World Peace Music Awards held at the Garuda Wisnu Kencana, Bali on 14th June 2003. This three-hour television program has been broadcast all over the world to an estimated 2 billion viewers. Artists and musicians representing over 25 countries perform some 13 acts, including rock-leg­ end INXS and Maxi Priest. Sunday, 31 August 2003 at 11.00pm. Diari Inspirasi A reality drama that airs Saturday, 30th August 2003 at 2.00pm Odisi - The Son A heart-warming tale on Saturday, 30th August 2003 at 9.30pm. Nayak Nayak is a Hindi movie with a difference. Sunday, 31 August 2003 at 4.00pm. Multimedia Super Cintun Love on the Internet on Sunday, 31 August 2003 at 9.00pm. Poems for the World A live music concert in aid of charity takes center stage on Monday, 1st September 2003 at 12.30pm. Top Ten Award Presentation 2003 Glamour and glitter honouring the top 10 Chinese singers. Monday, 1st September 2003 at 2.00pm.

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