Adoi Malaysia 2003 October-November Issue

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IS TIM HARDER THAN HARDTALK? A "CRUSH" MOMENT GOURMET STYLE ASPIRATIONAL ANYWAYlg SOUTH AMERICA'S VIEW OF SOUTH EAST ASIA

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MAA ADBALL: GLITTERS & GLAMOUR ^ IN CHICAGO ALtGOLD: MVA AWARDS 2003

TRY THE TOWN'S FIRST: TURNING THE TABLES CREATIVE AWARDS 2003

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Editor's Note

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

The ADOI crew feels so much younger this month as our dear boss, Mr Ham turned a year older - don't ask me how old, I am still wondering myself. Any­ way, happy birthday, boss from the crew. May the force be with you!

This month, we featured two fine gentlemen - not because they're hand­ some and successful in their own rights, but because they truly believe in themselves and kind enough to share with me how they trail their path to success.

Reaching the top is never easy, that is what Suren, the eligible bachelor who started playing planes as a young boy and now the proud managing director of Aerohawk, specialising on aerial advertising, would tell you.

That's the story of Suren and his planes, we also have a FacetoFace with Kelvin Hong, who tasted table success from his Tabletop advertising concept that "revolutionised" our mamak tehtarik experience. Read about his "eure­ ka" moment in page 24.

Who says, table is just a table. If you want to Try The Town's First Turn­ ing The Tables Creative Awards 2003, turn to page 18 and check out how to enter this inaugural award organised

EDITOR Loveleena Enggat leena@ham.com.my

ART DIRECTION/DESIGN TM Ali Basir ali@ham.com.my Amirul Hafiz @Faisal amirul@ham.com.my

ADVERTISING EXECUTIVE Rameshvinder Singh ramesh@ham.com.my

OFFICIAL PHOTOGRAPHER Jen Siow/Jen Studio

PRINTER Cetakrapi Sdn Bhd

COLOUR SEPARATOR DigiScan Services Sdn Bhd

by ADOI and sponsored by Tableview.

From our regular columnists, Michael Newman believes in the importance of simplicity to ease crosscommunication in advertising, as he speaks his mind in South America's View of S.E. Asia while Colin Jowell searches for the meaning of aspiration in "What Is Aspirational Anyway?" in page 10.

We also have Tony Lee, Batey Ads new CEO explaining the new self-regu­ lated content code called CMCF that could be quite revolutionary.

Lastly, feast your eyes on Animal's Planet new series on Men On The Edge in page 16, the visuals should proof to be exotic! And don't forget to check out our centre-spread on TV3's spceical screenings for 2004 on page 22.

How to say goodbye? We can only wish Ms Geeta Harris all the best!

Cheers!

DISTRIBUTION Five E-Comm Sdn Bhd

I WHAT'S HOT IN THIS ISSUE

ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia.

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

HIGHLIGHTS South America's View of S.E Asia Advertising Unplugged

08 10

CREATIVE CHALLENGE Turning Table's Creative Awards 2003

18

All Gold - 8th MVA Awards

32

SPECIAL SCREENING meniuei ui

TV3 New Series in 2004

22

AROUND TOWN Audit Bureau of Circulations

® All rights reserved by Sledgehammer Communications (M) Sdn. Bhd. No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the pub­ lisher and the editor assume no responsi­ bility for errors or omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily repre­ sent the views of the publisher or editor.

Advertisements are the sole responsibility of the advertisers.

Glitters & Glamour in "Chicago"

28

AROUND TOWN "Welcome Back"-TBWA Produces Probono Campaign for PATA

42

EXCLUSIVE INTERVIEW The Fearless Flying Ad-man

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3D0!MARKET1NGC0MMUNICATI0NS |03

CoverStory

Now Every Ail Can Fly Too! SH ©

"Advertising is serious business but a fun one to be in if you are on your toes all the time"

- Suren

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BY LOVELEENA ENGGGAT

4 3D0IMARKET1NGC0MMUNICATI0NS

THAT is what he wants and that is what he gets. There's no stopping this man from achiev­ ing his dreams in the sky, an affair that was fuelled with his fearless fire to capture and cap­ italise on a new niche - aerial advertising.

ADOI chatted up the handsome 31-year-old P. Surendra Singam or Suren, managing director of Aerohawk Air Ads and president of the Air­ craft Owners and Pilots Association to find out what makes him see advertising with his unique "Now Every AD Can Fly" approach, in an unimaginablft altitude.

go lor it! Fear was more of a stimulant, it's around all day long 24/7/365! Bad experience, none. Good experience, daily, especially meet­ ing new people in the AD industry. They're just full of zest and full of life.

What was your initial intention when you first brought this new concept to town - was it to create new excitement for the industry?

Yes for excitement but more to be an adven­ turous individual. When we make it Here, the Sky is NO LIMIT.

VVluil was your greatest fear when you wanted to bring aerial advertising into the local scene?

If Fear was a consideration, I would defit have ventured into this business. Fear it and

Fear is something we all feel. Define your fear.

Jj FEAR; is when you ate-sober... Courage is" when you are drunk, your wife is waiting and" you do not know how to get home... Thank god 1 am"still single!

If not in advertising, (and not insurance) what would be the likest profession you'll be in?

A fighter pilot fox certain. Just kidding!

Seriously, if I am not what I am in today, I'll be a flight instructor. I just love to teach.

Have you ever felt you lost your youth, because you started young?

When others were just starting to build up their career in life, at the age of 24, you got your 2 planes. How ~ * does that make you feel? Do you feel/ different from the rest?

I am just a simple person. I rievifr felt I've lost my youth as I fit! op-vacation every time I am around itiy aircrafts. In fact 1 feel I have aain^ffipy youth since starting this businear'Thc people in the

ad industry have been great friends and given intense energy and pasIMp | sion in my life. 1 am just plain simple.

A private peek into your routine, if not flying?

What free time, * none available! So much to do and so little time. But when I do make time, I'm

CoverStory SUREN & AEROHAWK: IN THE BEGINNING...

Now a proud owner of Aerohwak, Suren's humble start or break into the industry started as an insurance agent with Great Eastern Life Assurance in 1992 and joined Prudential Assurance in October 1995. He was one of the top productivity agent and became one of the youngest member to join the Prudential Star Club in Malaysia in 1995.

While with Prudential, he was appointed as the Overseas Director for Pelikan Air Ser­ vices Pte Ltd based in Dhaka, Bangladesh from December 1995-July 1997. In Pelikan Air, he managed commercial passenger ser­ vices and air charter projects.

Aerohawk used the concept of Sky-ToLet that offers comprehensive package of aviation services.Sky-To-Let uses all its relat­ ed airbone vehicles as a platform for aerial advertising solutions.

AIRSHIP

Helium-filled giant airship at 143ft long SKY CRUISE

A unique aerial excursions & experience, which is a cloud hopping experience. This Sky Cruise Adventure takes you over white highland lakes, vast unexplored rainforest and endless white beaches.

SKY CHARTERS

This service uses single, multi and even jet engine aeroplanes and helicopters to allow busy and time-pressed individuals to travel at their own speed and convenience.

AEROHAWKS'S CLIENTELE LIST:

NTV7, Perodua, AMP Radio Networks, DRBHicom, Royal London Circus, HELP Institute, Astro, L&G Berhad, Auto Bavaria,20th Centu­ ry Fox, Brickfields College, Ford, Prudential Assurance, Sapura Bhd, The British Council, Sheraton Langkawi Beach Resort, Le Proton, H20 Sports, Equatorial Hotel Penang, Hotel Sofitel JB, Dornier International, EMI, United International Pictures. Phileo Allied Bhd, Global 2000, Emirates Airlines, and govern­ ment departments.

SPECIAL EVENTS:

1. The Langkawi International Maritime and Aerospace Exhibition (LIMA) - 1999, 2001,2003.

2. AMP Radio Network's Fugitive On The Run, Duck Race, football matches, Penang Bridge Run 3. Formula One 1999 4. UIM F1 World Championships GP 2001 in Johore Bahru (power boats) 5. Patriotic Messages for Prime Minister's department 6. National Day Message during national day parade 7. SEA Games 2001 8. Royal London Circus's Opening Show www.skytolet.com or why@skytolet.com

6 aDOIMARKETlNGCOMMUNICATIONS

"People think all the time that it is a walk in the park.... our business that is" with my family and company of my dear­ est friends.

Your role as President of the Aviation Club is quite a responsibility to shoul­ der, how do cope? What plans are instore and what changes are you bring­ ing to the aviation industry and com­ munity?

Well it is AOPA (Aircraft Owners and Pilot Association). I know it is a great respon­ sibility but I am ready for the challenge.

The Association is to spur growth of the aviation community in the country. Still for­ mulating my plans and strategies and will be out with strong initiatives in the next three months.

Would you consider yourself a serious advertising man? How would you define your role in the advertising community?

My role is just as important as any other media owner. Bringing the advertisers mes­ sage to the consumer in the most effective and impactful manner possible.

How many times have you "baby" flew since you bought her? Describe your feelings when you first saw the plane for the first time, you were excited like a lit­ tle boy opening his box of present. Tell us more about that day!

To date we have flown more than 3500 flights. I knew that it was the beginning of a new wave.

When I bought her, it was - 40 degrees

Farenhiet and here we operate at tempreatures of up to 40 degrees Celcius. plenty of complica­ tions and challenges since the day we started it has not stopped but it ain't stopping us.

People think all the time that it is a walk in the park.... our business that is. As for competi­ tors, we welcome anyone to get into it. More than willing to help but do not say we did not warn you that it is a tough business.

Do you have any statistics as to how big is aerial advertising in Malaysia and what's the popularity rate in other countries?

In Malaysia we created any statistics there is. Currently we are on the way to making it a medium of choice for launches, campaigns, public service messages, personal messages, etc. It is an age-old business that has been around for more than 70 years in the United States. There are 300 operators in the USA alone. Moreover the US has a mature advertis­ ing industry, we are all getting there. Let us find out together.

How much is the demand in our market and how long more will there be demand in aerial advertising?

The demand will continue to grow as we go on. With an ever-changing climate that we face in the industry, which media is now a stand alone, packaging is the way forward.

We have a great group of media owners that we work to bring the best media package to the advertiser. Whatever it is, NOW EVERY AD CAN FLY TOO! (That's Aerohawk's latest tagline!)

Hello, Power Mac G5. Goodbye coffee breaks

Introducing the new Power Mac G5, the fastest personal computer in the world. It runs two revolutionary 64-bit PowerPC G5 processors, running at speeds up to 2GHz. It accesses up to 8GB of memory and have the world's fastest 1GHz frontside bus. It runs Photoshop more than twice as fast as the fastest PCs. It doesn't stop there. The performance boost can be experienced across a wide range of applications, from music and video to science and mathematics. Impressed? We haven't started on the Power Mac G5's other features yet. Like ultrahigh-bandwidth system architecture, featuring AGP 8X, FireWire 800, up to 500 gigabytes of internal ATA storage and a SuperDrive for DVD authoring.

In short, there will no longer be anytime in between processing to have your coffee break. Sorry.

www.applemalaysia.com.my/ buy/

Highlights

SOUTH AMERICA'S view of S.E. ASIA

FOUNDYOUR SOLUTION

"Many of the brilliant English campaigns I know would not have the slightest chance of working in Brazil, for being simply unintelligible." So, it seems that even if you haven't got a spare million dollars to throw at award shows, then sheer simplicity might still be a winning formula. Especially in a young and developing country. Know any of those?*

VETO

BY MICHAEL NEWMAN

No 11, Level 2, The Right Angle, Jalan 14/22, 46100 Petaling Jaya, Selangor Darul Ehsan, Malaysia Tel :603 7958 5858 Fax:603 7958 5588 Contact : Nasrul Nasir 012 334 4335 managed by Utusan Sight & Sound Sdn Bhd (266339-R) Utusan Rudio Sdn Bhd (27U62-W)

A couple of months back, ICARE's 12th Annu­ al Marketing Congress was held in Santiago, attracting 1,300 South American clients and their agency chief, making it the "largest mar­ keting conference in the southern hemisphere."

Themed Blood, Sweat & Tears, speakers included film maker and commercial veteran Silvio Caiozzi, Sony's local president and Kimitaka Usami; I was lucky enough to be their invitado internacional this year, speaking about my advertising book, "Creative Leaps" (John Wiley & Sons, 2003). Which, unfortunately, is not yet available in a Spanish language edition.

Nevertheless, I forged ahead and was thrilled to discover I was following in the glittering footsteps of last year's guest, the brilliant Wash­ ington Olivetti from the agency, W/Brasil. I was, however, rather less pleased when I dis­ covered Olivetti was kidnapped and held to ransom on his return. It is a world away, but not a world apart.

Chile, interestingly, considers itself an "island" in the middle of South America - a long, narrow strip of a country with the blue Pacific on one side and the mighty Andes behind, making it totally landlocked.The locals were fascinated with S.E Asia and Aus­ tralasia's international advertising successes, achieved from what they saw as an analogous "corner" of the world. There was much they wanted to emulate. The Chileans did not see themselves as having similar business issues or destinies to other South American coun­ tries, like Brazil or Argentina for example.

How could they compete, they asked? Brazil has 170 million people. Even if only one third of them has any money, that's still a mar­ ket of 50 million people. Successful South American agency gurus, like Fabio Fernandez,

who know the status that international award gongs like Cannes Lions bring, structure their agencies accordingly. For example, I know Brazilian creative directors with a discre­ tionary budget of US$1 million a year just to experiment on Cannes award winning ideas.

(And no, that doesn't include entry fees.)

That's hard to compete with, in anyone lan­ guage. Especially if you operate from a more modest market base, like Chile. Meanwhile, TV and film director Silvio Caiozzi talked about the numbing sameness of so much visu­ al imagery in most advertising categories. He showed a specially cut reel of scenes that were literally frame-for-frame matches of each other; yet all were from completely different productions. (Exactly the same type of damn­ ing reel could be produced here, which makes genuine brand differentiation a joke.) Original and risque ads got the audience vote at the con­ ference.

The universal issue seemed to be the prob­ lem of getting the client vote. A communique I received after the conference, from Almap BBDO's Marcello Serpa, the "Lion tamer" (he's won over 20) and former Cannes Jury Presi­ dent, says Brazil mayhave an advantage there, too. He said: "The capacity of understanding a message depends on each country's social development. A European country such as Eng­ land, for example, is used to a level of com­ plexity directly related to its social develop­ ment."In country's such as Brazil, young and still developing, this capacity is much smaller.

"Being simple and objective is not an option, it is a necessity.

Michael Newman is author of Creative Leaps -10 lessons in effective advertising (John Wiley & Sons); he heads ideas company brandnewman brandnewman@ozemail.com.au

Introducing Panasonic AG-DVX100 The ultimate handheld camera for video professionals

The AG-DVX100 is Panasonic's finest achievement in a compact, professional-use digital video camera. It delivers the finest image quality in its class and offers features ready for the next generation of visual production. Designed with professionals in mind, you can now turn your cinematic visualizations into reality.

How DVX100 gives you a cinematic appearance

Wide-Angle/ Zoom Lens

25P Shooting Capabilities

The DVX100 comes with newly developed zoom lens that also covers the wide-angle range that professionals need most. This eliminates the problem

For the first time ever, one of video's most celebrated new technologies, 25P, appears in a DV camera- the Panasonic AG-DVX100. The reason for the film industry's excitement about 25P is its ability to render digital video with virtually the similar presence of movement and vividness as conventional film, but with the instant access, mobility and low cost of digital video. The 25P approach enables almost the same sort of presentation format as film, because it uses progressive recording of 25 frames per second. This form of

of carrying big, heavy wide-angle conversion lens, therefore giving you the full mobility of a handheld camera. Extending all the way to 4.5mm, the lens captures wide-angle shots for close-ups, recording in small rooms, and self-recorded interviews, giving you freedom to make your movies.

How DVX100 achieves your vision

scanning is what produces the most cinematic appearance.

Scene-file dial

Cine-Like Gamma Curve

With this feature, the DVX100 allows open adjustments of picture quality settings, which are handy for both professionals and amateurs. Just set the dial for any of a variety of shooting conditions, and later retrieve the settings

Another point of difference between video and film is the expression of tone.

At the risk of oversimplification, film is best at displaying tones in dark areas and highlights. The cine-like gamma provided in the DVX100 reproduces film's unique tonal expression in digital video. You can select from four

instantly. Professionals can respond smartly to various shooting conditions by presetting scene files that anticipate a range of situations. For amateurs, scene files add another level of enjoyment, as camera buffs can tune and

gamma curves according to the image tone desired.

preset their cameras to the exact settings they like. The ability to tweak the

With 25P mode and cine-like gamma, the DVX100 lets you produce video images that closely replicate film images, with a depth not previously possible.

How DVX100 lets you achieve superior image quality 470,000-Pixel 3CCD Image System Panasonic designed the DVX100 to deliver the highest sensitivity and picture quality in its class. At its heart is a 3CCD RGB system comprising three

images based on the settings allows you to achieve a cinematic appearance according to your own unique vision.

The AG-DVX100 packs all this performance and versatility into a conveniently small, perfectly balanced body that weighs only 1.8kg in full operating condition. With the AG-DVX100, Panasonic proudly presents a video camera that excels in every aspect of news gathering, wedding, live event coverage, vide production and DV filmmaking, making it'the ultimate handheld camera for professionals.

1/3-inch, 470,000-pixel progressive CCDs developed especially for broadcast and professional applications. The new on-chip lens design achieves high F11 sensitivity, allowing the DVX100 to record in light as dim as below three lux, for example, in nighttime news gathering.

For further information, contact: Mr. Luke Wee DID: 03-5543 7043 lukewee@npm.panasonic.com.my

The DVXIOO's virtually smear-free performance is another advantage to shout about. Test results show that the images produced is stunningly clear, marking a significant breakthrough in cameras of this type.

Its faithful rendering of skin tones and colours in clothes make the DVX100 a wonderful tool for filming human subjects. The DVX100 not only assures excellent picture quality but also points the way to moods and expressions never before feasible on a DV camera.

How DVX100 provides the power you demand Leica Dicomar™ Lens Superior performance is only to be expected from the popular Leica Dicomar lens. This fine lens system employs 15 lens elements in 11 groups, to render sharp, crisp images with subtle nuances and remarkable shading. A Leica multi-coating process if also applied to the lenses to reduce flare and ghosts.

Customer Care Centre: 03-5542 2288, Mon-Fri (9am-6pm) www.npm.panasonic.com.my

Panasonic ideas for life

HighLight

Advertising unplugged.

BY DEAN JOHNS

AS financially advantageous as it might be to have a regular job in an agency, I'm grateful in many ways to be an ad nomad. Free to come and go as I please, no need to be tied to office hours, or even to an office at all. Not the same old office day after day, at any rate, as I have offices all over the place. One at home where my PC lives, and where I work when I feel like shutting myself away.

Another in an agency that provides me a desk and an Imac for whenever I crave com­ pany or need to collaborate with my artdirector and other colleagues. And for all additional occasions, like meeting with clients or finding fresh inspiration in relax­ ation or a change of location, I've got any number of ad hoc offices. Coffee lounges mostly. There are hundreds of these all over

Sydney, of course, but I have four particular favourites. City Extra, open 24 hours a day close by the ferry wharves at Circular Quay.

Rumours, an oasis of calm beside Broad­ way's six lanes of roaring traffic. Northpoint Bistro in the heart of the North Sydney advertising, insurance and IT ghetto. And the Kiosk, deep in the lush hush of the Botanical Gardens, just five minutes' walk from down­ town Sydney's concrete jungle.

That's the beauty of today's portable, wireless communications technologies. They liberate us freelancers to wander wherever the spirit moves us. Around Sydney, Singa­ pore, KL, Jakarta or whatever other city, country or region that happens to be our beat. Setting us free not just from the spatial constraints of imprisonment in ivory towers, but also from the spiritual and emotional claustrophobia that takes such a toll of the inmates: the mind-games, the politics, and all

What is

"Aspirational" anyway?

BY COLIN JOWELL EVEN in AdLand, sometimes I wonder if we lose the plot, especially when I keep wit­ nessing the following common scenario: Step I: Show crappy product in unrealistically glam setting.

Step 2: Justify it as "aspirational" I have a theory that ad-people use the word "aspirational" to get closer to supermodels and beaches, and clients willingly buy into the myth so that they can forget that their lives revolve around the selling a stain removal product.

I am not talking about quality cues, or showing a product its best possible light.

That's just good selling after all. But when it stretches the credibility barrier of even the dimmest consumer, the only way it can pos­ sibly work is through accidental irony. And

10 aDOIMARKETlNGCOMMUNICATIONS

while accidents have yielded some great marketing successes (some would argue ALL marketing successes), it begs the question what this word "aspirational" means after all; Especially since I have heard it, and even abused it myself.

Like a good high-school debater, I shall start with the definition according to Oxford. Aspiration is a hope or ambition.

Aspirant refers to aspiring towards a particular achievement or status; a person who has such aspirations. And while the verb aspire certainly exists, the adjective Aspirational does not. So we made it up. Nothing too criminal in that I suppose: we do that every day!

But what exactly did we mean when we made it up. If we meant to base it off its roots, it would mean we wanted people to have a hope for, or an ambition to achieve, our product. Very future oriented, and by itself, not enough: As a marketer, I want people to buy my products, preferably sometime soon. Even if I succeeded in making the item the object of the target

the posturing and outright pretense it takes to look like a "team player".

But freedom, like everything else, has its price. And we outsiders pay very dearly indeed for the rootless, unregimented exis­ tences we lead. As undisciplined as many of us are, or at the very least disorganised, we have a way of wandering around smelling the roses instead of tackling the thorny ques­ tion of where our next assignment's coming from. Then when we do get some work to do, we focus completely on getting it done today blithely forgetting the need to drumup some more for tomorrow. With the result that we frequently find ourselves deeper in idleness and debt than usual. At times like this, the insecurity and anxiety of it all are almost enough make us long to flee from freedom and seek sanctuary in a nice com­ fortable job complete with an office, salary package, holiday pay and the prospect of a seasonal bonus. Jobs aren't easy to come by, however, especially for those of us who've made a show of disdaining the very thought of them. But somehow something always seems to come along and save us from the safe option, so once again we're free to go unplugging on regardless.

deanejohns@optushome.com.au markets aspirations, it would be useless unless it was accompanied by some form of tangible want and relatively swift action thereafter. Mostly though, when I hear it used though its pretty interchangeable with the word "desirable". Since I don't know of a marketer who sets out to create undesirable products it seems pretty pointless. So depending on your interpretation of the word, it's either insufficient to create a marketing success, or redundant!

This would all be just so much seman­ tic rubbish, if I didn't see it being used to waste time and money daily. Few brands really have what it takes to be the stuff of people's dreams, and would spend their money more wisely becoming part of their realities. Ultimately, it's a question of degrees. Surround your product by the right cues and you are making it an appealing sell. But thte truth is we see too many adverts going too far in the name of aspiration, and leaving consumers cold.

If nothing less, think how much short­ er our meetings would be if we could just promise never to say it again. I hereby apologise to all clients who have heard me use this foul word. Think of this as my repentance.

dbcm@pop.jaring.my

Even a five-year-old could do better ads than a Multinational

We're living proof of that.

Clients who have placed their faith in a 100%-

You see, it was five years ago that we started this agency called Friends.

And are reaping the rewards of it.

Looking back, it was probably the worst time to start an ad agency.

Economic uncertainty meant

Malaysian Agency to help build their brands.

Because at Friends, we've managed to double the sales

for

brands

that

we've

taken

over

from

that Clients were

Multinational agencies. And we're sure that other

slashing their advertising budgets. Worse, some weren't

Malaysian agencies will be able to share similar success

advertising at all.

stories with you.

Art Directors were cutting their ponytails and looking for "respectable" jobs. Copywriters were writing

We're not asking for special treatment. All we're fighting for is a chance at a fair fight.

suicide notes. Creative Directors were sending the

So we're proposing that you invite at least three

suicide notes back for being too self-indulgent.

Malaysian agencies for your next pitch (us included of

Account Managers were trying to sell kitchen-knife sets

course. You can contact Shahrein at 03 - 2711 9799).

with direct-selling companies (but their clients still

And invite three Multinationals.

kept rejecting them).

And at Friends, the biggest job we had was to design a bookmark. This we worked on diligently in a tiny office above a seedy dangdut joint.

But still we believed that in order to be successful, we shouldn't be riding on the success of foreign agencies.

If you feel that we're not better than they are, then by all means tell us to take a hike.

But if you do feel that we can serve you better, we'd be thrilled at the opportunity to work on your ads till it's way past our bedtime.

Five-year-olds are like that.

Fast-forward to the present: As this ad is being written, we're also working on campaigns for some of the country's largest automotive, utility, banking, educational, property and government Clients.

advertising & communications sdn. bhd.

a 100% Malaysian Agency

DirectMarketing

Agency Politics... Live or Do? (Part One of Two)

BY KURT CROCKER, CREATIVE DIRECTOR DRAYTON BIRD, CROCKER & MANO (DBC&M) I'M often very proud of my country. Ameri­ ca, that is. No really, I am. This is not the caustic remark you've come to know and expect from yours truly. Americans have a lot to be proud of.

But to be proud of America, you must view it as a country of individuals, or groups of indi­ viduals, each of whom has dreams and hopes of their very own. And each and every single individual has his or her own story, a tale cre­ ated by family lineage, by diverse cultural con­ nections, by circumstance and by design.

Pretty much like every member of our world family. Americans are drawn together the same way other countrypersons are; sewn into a tapestry with a common historical fab­ ric. Viewed as a whole, most countrymen look at themselves as a proud part of that tapestry.

And I feel proud dually, as luck would have it, as an American, and as a long time part of Malaysia's tapestry as well.

So yes, I'm often proud of my country. It's the politicians I worry about.

When I was a kid growing up in Small­ town, USA, my mom was actively involved in the Republican party. In fact, she was County Chairwoman, which gave her the responsibili­ ty for carrying Republican votes in our small area of southern Minnesota ... for the party's candidates for state Senators, U.S. Senators,

U.S. Congressmen, the state Governor, and of course, local Republican candidates.

And she did a pretty darn good job, too. I remember sleeping on a couch on the election night of Minnesota's next governor, and the man himself Elmer C. Anderson, woke me up with his entrance. He had won.

I also remember going to a rally for Richard Nixon. Mom, me, with sister-in-tow, got close enough to shake his hand, and she swore she would never wash it again. (Her hand, that is.) When Nixon became Vice-President, she was invited to the White House, with a lot of other loyal party-ites, and finally got to meet the Man himself.

I gotta say this for mom; she knew the game. But most importantly, she played it because she believed in the cause. And trust, me, as a product of the 60's myself, and as a result of my friendly yet intense debates with her on the merits of the Republican cause, I was and am fully aware she knew her stuff.

And it was true. To her.

Mom lost faith in the man whose hand she grasped in admiration when Nixon was shamed and resigned from a later-won Presi­ dency. In fact, this party advocate became downright doubting, still clinging to fiscal con­ servatism, but more favoring social responsi­ bility. (The last part had something to do with me, I hope.)

Then came Clinton. What promise lost.

The latter days of his Presidency were such an

A CRUSH

MOMENT

IT was quite a night when "CRUSH Communi­ cations' were called to receive their Bronze Award under BEST FILM Category. Adoi chatted with CEO, N. Kumar and the Creative Chief, Suhaimi Saadun to spill the beans on their success.

ADOI: What was the strategy behind the ad?

Suhaimi: A good ad connects with the consumer.

The strategy was 'a slice of life'; it was pro­ duced for Eastern Insurance on the importance of child seat restraints. This was something the parents could relate to and empathize with.

Most importantly it left a lasting impact.

ADOI: What do you think makes an ad award winning?

121 aDOl MARKET1NGC0M MUNICATIONS

Kumar: The most important aspect in every ad campaign, besides the strategy is the 'big idea'. It's the concept behind it and how it drives the message, in the simplest way possible. A stunning visual should comple­ ment the idea, not replace it.

ADOI: What are the next steps of CRUSH Communication?

Kumar: This is just the beginning of many more great things to come. There's no doubt that our standards are constantly evaluated because you're only as good as your last job. The benchmark is frequently being raised. We will endeavor to meet those expectations. ©

enormous blackness, I can barely remind myself of it. I hold on to his impressive accom­ plishments, and try and I can, to hold back the realities of his disgrace. Though I will say this, everyone does it... the powerful and the pow­ erless. And no one should really care. Except that it tarnished his place in history.

And now we have Dubbya. America's most singular, above-all global embarrassment.

(Think I won't get in trouble for this? Of course not. America not like that one, lah. Not to worry. Please let that be true.)

George W is a politician who relies heavily on posing to attain credibility. Take a look at the photo, courtesy of the New York Times, that strategically places him with the faces of revered American Presidents carved into Mount Rushmore. There's more ... (and I'll attach it, and the editor can find room or not), Dubbya posing in flight jacket after his PR breaking flight onto an aircraft carrier. And Dubbya, backlit by the Statue of Liberty, backlit at great expense, especially for this moment, funded unwittingly by American taxpayers.

So what has this all to do with Direct Mar­ keting? And Advertising? Politics. It is rampant in our business, a seething, vile, ulcer that will undo us all. Unless you do it right. In my next column, I'll show you political mistakes I've made, and how to avoid them. And I'll tell you how to manage politics in a positive way.

I'll probably be sued. ©

Promotion In

Taylor Nelson

WITH the merger of Tkylor Nelson Sofres Malaysia (TNS) and NFO, two "old-hands" have been pro­ moted to handle the integrated business in Malaysia.

Siti Norbaya Abdul Manaf, currently Managing Director of TNS Malaysia has been appointed Managing Director of the new TNS / NFO busi­ ness. While Peter Adams, currently Managing Director of TNS Malaysia has been appointed General Manager of TNS / NFO Malaysia.

NFO's strong branded solutions business across various sectors, particularly in the area of tracking and stakeholder management, compli­ ments TNS Malaysia's strong businessfocus in sec­ tors of telecoms, financial services, consumer and automotive, The merged operations will create the largest custom research business in the market­ place. The merged organisations will be even more committed and in a position to provide high quali­ ty marketing information and services to our clients in Malaysia and elsewhere.

-- --yV

- :

: -

—

For business growth.

THEI

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

A MEMBER AUDIT BUREAU L/Q OF CIRCULATION V (MALAYSIA)

For Business Leaders (The Edge Communications Sdn Bhd • 266980 - x)

www.theedgedaily.com

InterActive

Carlson gets... _MW Brian Chen is the newCoca-Cola Malaysia Finance Manager

COCA-COLA: New Manager

CARLSON White (M) Sdn Bhd recently won international awards and this time, in the Creative Concept and Social Event Planning categories at the annual ISES Esprit Awards event. Attended by peers in Minneapolis, Minnesota USA, the ISES (International Special Events Society) Con­ ference for Professional Development (CPD), the ISES Esprit Awards are a recog­ nition given by ISES to the most creative and talented members from the special events

industry worldwide.

The award has been given by industry peers in recognition of Carlson White's efforts in the areas of creative concept as well as in the social messaging content which show­ cased the "Malaysian Spirit of Unity" for Ambang Merdeka Putrajaya 2002. Carlson White also holds then distinction for concep­ tualising and managing the official opening of the tallest building in the world - the Petronas Twin Towers on August 31, 1999.

COCA-COLA Malaysia saw some changes in its team since june 2003. Aparijo Ram joins the Coca-Cola family as its new marketing manager.

Ram was formerly with The Bostam Consulting Group in Singapore, working on consumer and industrial goods. Prior to that, he worked in India for Smithkline Beecham and Proctor & Gamble.

Ram replaces Shakir Moin who is now with Coca-Cola in Singapore. The other edition is Brian Chen who joins Coca-Cola Malaysia is its Finance Manager. Chen most recently worked for Coca-Cola Indochina region as Country Finance Manager in Cambodia where he was responsible for bottling operations.

MNC Consulting Driven by "Can-Do" Spirit MOBILE is currently the most pervasive medium reaching more than 9 million users in Malaysia, with 40% penetration, it is even higher than most ATL mediums or the internet. And, on top of that, as a digital medium, it is able to provide a level of Situation:

Q

Motorola is a global leader in wireless, automotive and broadband communications. As part of their global initiative to raise brand awareness, Motorola decided to capitalize on the widespread popularity of mobile marketing campaigns in MOTOROLA Malaysia by implementing a series of interactive promotional activities and mobile services to maintain personal connectivity and interaction with their customers.

Solution: MNC Consulting is the official content and application developer for Motorola. Motorola content downloads and SMS services are developed and hosted by MNC Consulting. MNC Consulting is also the official mobile marketing partner for Motorola in Malaysia.

MOTO Brand Promotions MNC Consulting developed specific mobile services to support Motorola's branding & advertising activities, riding on its sponsorship of blockbuster movies and mobile phone launches.

• Sponsored Movie Promotions MNC Consulting developed and managed mobile promotions and mobile downloads for the following movies• Shanghai Knights - '•Spy - The Hulk • Count the Gold Pieces SMS Contest MNC Consulting devised an interactive SMS contest for Motorola's C350 launch in Malaysia.

This campaign involved the development of Island graphics aired over TV3 at selected times where TV3 viewers interacted with the island graphics via SMS.

consumer engagement and involvement not pos­ sible through traditional mediums. However, mobile is not a replacement for traditional medi­ ums but more of a compliment to traditional medi­ ums.

Noticing the power and the potential of mobile as a medium, MNC Consulting was con­ ceived in August 2002. MNC Consulting is a Mobile Marketing and Services Provider helping brands and organisations to utilise the power of mobile/wireless technology to market their prod­ ucts and services. As promised, please find attached a few items in jpeg format giving a brief snapshot of our company and our business for your action and consideration. MNC Consulting have been shortlisted for the upcoming (25th Sep­ tember) Asian Brand Marketing Effectiveness Awards 2003 organised by MEDIA (based in Hong Kong) for campaigns deployed between Jan 1st 2002 to April 30th, 2003.

"We have a good feeling about the awards.

However, this is the first year this is organised and there are no preceedants to refer to. Thus, we have no idea on the judging standards and criterias. Just to keep our fingers crossed," said Jasmine Lee, chief operating officer adding MNC is shortlisted in two categories - Best Small Budget Campaign and Best Use of New Media. MNC Consulting is driven by a "can do" spirit where we promise to deliver client objectives and results, she said. "We are a technology company with a solid grip fo the market and the consumer mentality. We thrive in providing solutions that works for branding, mar­ keting and consumer engagement."

Some of MNC's key clients include NTV7, Pan Malaysian Pools and m-Digital (Mindshare) and currently one of the TOP 5 content/solutions provider to Maxis, DiGi, Celcom and TMTouch. We are also one of the pioneer company/providers in the Maxis Developers Program and the Celcom GPRS Developers Program. ©

• Mobile Content & Services • MyMoblleSoft.com MNC Consulting currently develops and supplies content to Motorola South Asia. Content is redistributed to other countries in the region through Motorola's portal, MyMobileSoft.com.

• Mobile Downloads MNC Consulting regularly develops and supplies content to Motorola in conjunction with specific festivities and marketing sponsorships as well asthe launch of their new mobile

pnaga IB•lis www.mnc.com.my

MNC

CONSULTING

14 dDOIMARKEHNGCOMMUNICATIONS

MNC

MNC

The mind thinks in pictures.

Reach minds where they thrive With over 5 million potential viewers, profiled by their viewing preferences, age, race and household income, you can reach your target segments effectively on ASTRO multi-channel TV platform.

No other media comes this close to matching consumers with your products and services.

If you can picture all this, then start reaching out now.

Astro Media Sales Telephone: 603-9543 6688 ext. 8602.

Fax: 603-9543 0566 or email: mediasales@astro.com.my Astro and Astro Logo are trademarks of MEASAT Broadcast Network Systems Sdn. Bhd. (240064-A)

astro

MediaOwner

TableT Ik Make your Brand the topic of conversation.

MEN ON THE EDGE ANIMAL Planet went wild with a new series called Men On The Edge com­ prising popular hosts - Jeff Corwin, Steve Irwin and Mark O'Shea. / From lunging untamed crocs, / snakes spiiting venom to constrict/ ing pythons, these guys are driven / by bizarre curiosity and unrelent- j ing desire to experience wildlife. I In October, Animal Planet O viewers experience the boldest A ,f week on television with Men On , (M The Edge on Astro Channel 51, VB featuring premiere programmes filled with close encounters.

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Tableview (M) Sdn Bhd (527844-mi 11 -8, The Boulevard, Mid Valley City, 59200 Kuala Lumpur.

Tel : 603.2283.5800 Fax : 603.2284.1098 email : great2B@tableview.com.my url : www.tableview.com.my

Steve Irwin "The Crocodile Hunter"

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Mark O'Shea " O'Shea's Big Advanture"

TableT Ik Make your Brand the topic of conversation.

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MEN ON THE EDGE ANIMAL Planet went wild with a new series called Men On The Edge com­ prising popular hosts - Jeff Corwin, Steve Irwin and Mark O'Shea. s From lunging untamed crocs, / snakes spiiting venom to constrict/ ing pythons, these guys are driven / by bizarre curiosity and unrelent­ ing desire to experience wildlife.

In October, Animal Planet P f viewers experience the boldest ( • I week on television with Men On ; m tt The Edge on Astro Channel 51, liV' featuring premiere programmes ^"1 filled with close encounters.

Men On The Edge kicked off with two premier episodes of The 4 Crocodile Hunter: Casper The White V' Crocodile and «bcriV-''r.

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Restaurants

•Cottee Shops

Jeff Corwin "The Jeff Corwin Experience"

•Hypermarket Foodcourts •Colleges & Universities •Cafes & Delis

Tableview (M) Sdn Bhd (527844-M) 11 -8, The Boulevard, Mid Valley City, 59200 Kuala Lumpur.

Tel : 603.2283.5800 Fax : 603.2284.1098 email: great2B@tableview.com.my url : www.tableview.com.my

Steve Irwin "The Crocodile Hunter"

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Mark O'Shea" O'Shea's Big Advanture"

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n 9 The Tables

ON! J'00 " ALL SMILES... Ham, Shahar Noor and Kelvin'turned'the wheels to signify the launch.

st TRY THE TOWN'S 1 "TURNING THE TABLES CREATIVE AWARDS 2003" ANOTHER great grab for the creative-frenzy! Give your "Best-of-the-Best", the Grand Prize in the inaugural "Turning The Tables Creative Awards 2003". Organised by ADOI and sponsored by Tableview (M) Sdn Bhd, the award is aimed to promote tabletop advertising as well as to discover hidden tal­ ents with the ability to utilise and exploit this unique medium to the fullest.

Since Tableview launced TableTalk media in Oct. 2001, there has been great response from both the advertisers and advertising agencies and this has seen the number of tabletop ads increase from a humble 650 tables to 7,000 tables per annum.

Tabletop advertising was based on the idea of Malaysians favourite past time-eating out.

With the average time we spend at the various types of eateries, from the Malaysian restau­ rants, stalls, fast food outlets, to food courts, cof­ fee shops and cafes, is at least one hour per day.

Think about it?

And it was observed, that on an average, we spend at least 30 to 45 minutes seated at a table for our meals, hence, TableTalk would have a high pro-longed exposure rate.

TableTalk having the unique approach pro­ longed exposure rate would then encourage the audience to take in the message at a leisurely pace. Whether they would read it whilst waiting for their food, or waiting for a friend to arrive.

More often not, it has been observed that people sitting at these tables would begin to talk 18 0DOIMARKEHNGCOMMUNICATIONS

Tableview Grand Prize - "Best of The Best" Best Art Direction Best Copywriting Best Design Grand Prize for professionals Sponsored by Tableview (M) Sdn Bhd Free Media Space of 50 Tabletops for the winning entry - Advertiser 2 pax to 2004 Pattaya Ad Congress Advertising Agency Challenge Trophy & Certificate

Grand Prize for students Sponsored by Tableview (M) Sdn Bhd RM500 cash Challenge Trophy & Certificate

For "Turning The Tables Creative Awards 2003" entry forms and guidelines, please log onto www.tableview.com.my/tt2003

about the product, service or brand being fea­ tured, as it is only natural that we have conver­ sations about our various surroundings.

To date, TableTalk has been used by brands from different categories to reach different audi­ ences. Their list of clients include Listerine, Panasonic, Telekom Malaysia, 20th Century Fox Films, Epson, Warner Brothers, Shakey's Pizza, Intel, Ford, Tourism Malaysia and Ministry of Women and Family Development.

Being seen in over 2,000 Malaysian restau­ rants in Peninsular Malaysia as well as in food courts at Tesco and Giant, cafes and canteens at universities and colleges, even tables in the cof­ fee shops are not spared, that gives advertisers a wider range of outlets that are able to reach more specific targets by virtue of location or area selection.

Either coupled with types of outlet selec­ tions (near petrol stations, supermarkets, col­ leges) or whether it is largely working or fam­ ily crowd can even further narrow the selec­ tion that can encourage impulse purchase or product trial.

TableTalk being very versatile and at the same time, being a relatively new medium, would now need to be exploited to its fullest potential, whether it is used as a stand alone media for an interactive campaign. We can now have the opportunity to discover how far both the professionals and the students can take tabletop advertising into the advertising industry.

vWmmmM

You'll find fame at the bottom of th

Enter at www.tableview.com.my/ttt2003

Event Organiser:

Main Sponsor:

Tableview

Co-Sponsors:

interface advertising

An IPO Company

steals?ina.

Merc Mku. More Than Him.

i,v KAYU NASI KANDAR <55*

f*

Supreme Events & ProductionB

StW*CC4'

noim advertising

MiXobile telecommunications

HONOURED AS PROFESSOR

IN SWINBURNE TONY Lee, chief executive director of Batey Advertising Malaysia and former president of the Association of Accedited Advertising Agents (4As), has been appointed Adjunct Professor by Swinburbe University Technol­ ogy, based in Melbourne, Australia. The announcement was made by Dr Michael Tomlinson, secretary council of the Swin­ burne University of Technology in late August this year. His appointment as adjunct professor is for two faculties - Naitonal School of Design and the Centre of Conver­ gent Communications.The appointment comes at a most opportune time when CMCF, through Tony's persistent agenda has conducted various meetings with ministries and relevant bodies, to seek their under­ standing and approval for the Content Code, which is in its final stage.

TONY Lee, chief executive director of Batey Advertising Malaysia and former president of the Association of Accedited Advertising Agents (4As), has set his own feat as the chairman of the Communications and Multi­ media Content Forum of Malaysia (CMCF) the self-regulatory ontent Code, which he hopes would change the landscape of the communications and multimedia and adver­ tising industry. In his speech at the Adrena­ line Student Creative Awards 2003, he ends his speech saying "keep trying because there

is nothing to lose but everything to gain when you believe you can". Well, Tony Boleh!

What is CMCF The Communications and Multimedia Act 1998 (CMA 98) seeks to establish a regime of self-regulation to promote the national policy objectives for the communications and multi­ media industry - solely covering the electron­ ic media. The activities and online services, as well as content which is supplied via facilities and networks. Malaysian Communications

"TEST" For Superbrands Asia SUPERBRANDS International announced its collaboration with Discovery Networks Asia, the leading real-world media and entertainment company and Synovate, a global market research firm. The collaboration is forged to identify and define Asia's most highly regarded brands. A two-prong consumer survey will be conducted regionally, one to access the general population for nominating "Superbrands" in every country and another survey to select Asia's Luxury Brands. The alliance is an addi­ tional value-added undertaking by Superbrands 201 aDOl MARKEHNGC0MMUNICATI0NS

to recognise and reward brands that are achiev­ ing exceptional consumer recognition and cele­ brate their success.

Speaking at a signing ceremony, Peter Jeffery, Superbrands Group Managing Director explained, "Historically for the last 12 years, across 26 countries, we have had a country-centric Superbrands Council made out of luminaries from the branding and media industry who assess each brand based on a strict set of criteria of market dominance, longevity, consumer loyal­ ty, goodwill and overall market acceptance."

and Multimedia Commissions (MCMC) desig­ nated it as the Cotent Forum on April 1, 2001.

The CMA 98 provides for the establishment of a Communications and Multimedia Con­ tent Forum (CMCF), a self-regulatory body and acts as a mechanism to formulate and implement industry developed codes for com­ munications and multimedia industry. CMCF will govern content by self-regulation in line with Content Code. Because this is a volun­ tary Code, those subscribing to it have implicitly undertaken the commitment and responsibili­ ty to uphold its objectives and principles. The Content Code would serve as a guide to good practices for the communications and multi­ media industry to operate. The Forum will ensure the development of social integration, which includes the twin areas of content development, as well as content "regulation".

To date, MCMC has facilitated two major meetings with various ministries and government agencies with aim to clarify issues such as the legality of the Content Code, issues of existing regulations and guidelines that contradict the stand taken by CMCF such as MiM ruling, classifications, banned products (advertising).

Because the Content Code was drafted in the spirit of self-regulation and self-discipline, the Forum believes that is has to work togeth­ er with authorities who have regulated con­ tent in the previous regime, to come to a con­ census decision and move ahead with a suc­ cessful set of best practices for the communi­ cations and multimedia industry. fD For more information, email secretcmat@cmcf.org.my or visit its website www.cmcf.org.my CMCF Chairman: Tony Lee - Batey Ads

Vice-Chairman: Borhanuddin Othman

Secretary: Dato' Baharum Salleh(Telekom Malaysia)

Treasurer: Marsella Abdullah(Cybermail Sdn Bhd)

Committee: Advertising Category Broadcasting Category Internet Access Service Providers Category Audiotext Hosting Service Providers Category Content Creators / Distributors Category Civic Group Category

For greater understanding... two heads are better than one As the industry leader in providing insights and analysis on consumer behaviour, ACNielsen

Understanding who is watching, what and when, who is listening, what they're reading,

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(f/\Cl^ielsen

Nielsen ACNielsen (M) Sdn Bhd (10909V) 19F, Menara MPPJ Jalan Tengah 46200 Petal ing Jaya Selangor Darul Ehsan MALAYSIA

Media Research

SpecialScreenings

SCREENING

What bliss! Sistem Television Berha all year round, not 24 hours a day, lined-up for next year in conjunction ADOI had the pleasure of sitting down with Anthony Firdauz Bujang, TV3 General Man­ ager Brand Management Group to talk about the special screenings and his branding vision for the number one channel in the country with more than 50% majority of the audience.

"TV3 has always been pushing itself to be the best, a trend setter and that's unique about the station," he said. "And this year's line-up is more influenced by the Malaysiancentric culture, which I believe would benefit the audience more."

Especially when encouragement comes "from the top management", he said. "I am glad that we have a young at heart CEO, Dato' Farid Ridzuan who believes in turn­ ing around the image of the station as a Malaysian favourite channel that's always vibrant, dynamic and trendy. That is what he always reminded us - let's enjoy the industry!"

So, what will the viewers get?

2213D0IMARKEI1NGC0MMUNICATI0NS

CO

>FROM d (TV3) is set to "glue" you to the TV rith its special screenings especially with its 20th anniversary celebration.

"We will open up the new-year with Glad­ iator in January." he said, adding the lines "we came, we saw and we conquered" is the theme of the month, similarly TV3 hopes Malaysian viewers to "see" and then be "con­ quered" by their Best of the best line-ups.

"That's the Gladiator spirit that TV3 rep­ resents itself to the Malaysian viewers," he added. "Their satisfaction is our success in building the TV3 brand and that's what our responsibility is all about!

Come February it's Valentine. Drawing inspiration from the season, TV3 spicyromantic movies will just to get you into the mood of love. In March, get ready for comedy and April is the month to "roll out the red carpets for the great shows of grammy awards".

And in May the Mother's Day specials, promises some "candid-tissue" moments. Get ready to have "fun' with TV3, again and again. It's the best from the best!

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Sponsors are welcomed to contact TV3's Client Servicing Group for any tie-ups or special promotions. Please call En. Mohd Azri Abdul at 03-7726 6333 ext 2134 or email azri@tv3.com.my

aDOl MARKEHNGC0MMUNICATI0NS|23

J

Is Tim Harder

imagine V°ut hete.

Than Hardtalk?

Interviewer of the Year ...Tim's no match for them.

BBC World New Asia Specials brings the award-winning interviewer to the region for the first time to talk politics, what else?

Minister of Foreign Affairs said "yes" to face Tim's bullet of questions.)

He gave a balance to Malaysian politics and NOT actually his maiden journey. Tim Sebast­ chatted with Vice-President Parti Islam ian's last visit to Asia was in 1997 to Hong Kong, Semalaysia (PAS) Mustafa Ali on the role of reli­ but the filming of the new line-up special series gion in playing winning votes. He even visited called Asia Specials, which began airing on Sep­ our neighbour downunder to the Lion City to tember 22, brought him to the Kuala Lumpur interview again the Prime Ministers of Singa­ and Singapore recently pore Goh Chok Tong (for the second time) on the Millions of Asians who follow HARDtalk country's economic scene after being devasted with Tim in admiration of his delicate art of by SARS, unemployment and possible wage "forcing" truth out in front of the camera can reforms. shake even the strongest leaders, not surprising­ Tim had his Asia intinerary packed. He ly even former US presi­ stopped in Hong Kong to dent Bill Clinton and talk to the Secretary Gen­ British Prime Minister "I was not an angry young man, eral Democratic Alliance Tony Blair have refused a for Betterment of Hong but I turned out to be an one-to-one. The trick, he Kong Ma Lik, Indone­ confessed is to "always angry old man." sian Foreign Minister ask the second question".

Hassan Wirayuda, Like honey to a bee, Founder of the Hong the political movement in this region must have Kong Democratic F&rty Martin Lee, and with raised special interest in BBC to have produced neurosurgeon Dr Keith Goh who led the surgi­ such an Asia Specials. cal team that unsuccessfully tried to separate Tim got our frontman Malaysian Foreign Ladan and Laleh Bijani, the 21-year-old Iranian Minister Syed Hamid Albar to sit in front of the twins. Seriously BBC HARDTalk millions of fans camera and talk about Malaysia's role in the can take this up as a debate - Will HARDtalk be region especially on the steps taken by our coun­ the same without Tim Sebastian? This begs the try to counter terrorism. (I saw the interview next question - Is Tim harder than HARDtalk? and personallyfelt proud as a Malaysian that our Send us your views to: leena@ham.com.my

BY LOVELEENA ENGGAT

Want to get your message up there?

Call us at

Blimp Inc.:

03-7845 8835 or e-mail us at:

infd@blimpinc.com.my or visit our website :

www.blimpinc.com.my j-m&rra

dliflj)

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ITlediaBanc

How Thai of 'em?

NEW TVC DEBUT - OCT/NOV 2003 ^Brand: Perodua Corporate Title: Irish Expat Duration :60 sees Client: Perodua Agency: Pesaka Grey Creative Director: Andrew Fong Art Director: Andrew Fong Copywriter: Prem Vasudevan Language: English/BM Summary :However uncomfortable Liam is initially, he eventually embrace and loving it all in Malaysia.

BY PAUL L00SLEY

This flyer, I believe, has been sent to all of the Malaysian Ad Agencies. It's from a Thai Post Production Company Nuking the Malaysian TVC produc­ tion industry is not very ASEAN of them.

But this is what the MAA and the MOI have invited by removing Made in Malaysia rules without proper consulta­ tion, without properly managing any announcements and without any plan­ ning for the future.

Made in Malaysia has been abolished

If an expat like him can, why can't we love our coun­ try?

Brand :IKEA New Store Launch Title: KL Makeover Duration : 60 sees Client: IKANO Pte Ltd Agency: TBWA-ISC/Malaysia Creative Director: Chris Howden Art Director: Kelvin Lai Copywriter : Paul Lingan AV Producer: Keng Language: English/BM/Chinese Summary: See how the IKEA team hanged the city outlook,when they open their biggest store in Asia here.

Brand: Malaysian Airlines Title: Perfect day Duration: 60 sees Client: Malaysian Airlines System Berhad Agency: Leo Burnett Advertising Sdn Bhd Creative Director: Alex Lim & Chan Lee Shon Art Director: Chan Lee Shon Copywriter: Alex Lim

Welcome to The Post Bangkok

Language: English/BM Summary: How your day ends depends on how it begins. And you can be sure if your day begins with MAS, it's going to be a extraordinary day.

Feature Film -HDPOST- TVC

Brand: Petronas Title: Param's Bicycle

Spirit w/Da Vinci2K Plus {SO &HD). Shadow Telecme.Smoke (SD &HD). AVID Inferno 5.3 (SD & HD} flame 83 3D Animation.VTR (multi format}

Duration: 2mins 20secs Client: Petroliam Nasional Berhad Agency: Leo Burnett Advertising Sdn Bhd Creative Director: Yasmin Ahmad Art Director: Tan Yew Leong

1613 Ladprao 94 (Town in Town} WangTongLang 10310 Bangkok Thailand Tel: +66 2530 3979-82 Fax: +66 2935 6378-9 E-mail: marketmg#the-post-bkk.com Website: http://www.the-post-bkk.com

Copywriter: Yasmin Ahmad Language:BM Summary: Another year another muchawaited Petronas MerdekaTVC from LB, this time around on the friendship of Param, Hatan and Lim. Brand: Nokia MMS Title :Like Being There Duration : 30 sees Client: Nokia (M) Sdn Bhd Agency: Bates (Malaysia) Sdn Bhd

Good news for expecting mum

Creative Director: Ajay Thrivikraman Art Director: Leong Kit Sze Copywriter: Roni Johann Language: English/BM/Mandarin Summary: Now you can capture and send pictures to family and friends,via MMS. It would be like just being there and share all the stories.

Brand: Nippon Paint Title: Colours Duration :60 sees Client: Nippon Paint Agency: Naga DDB Creative Director: Ted Lim Art Director: AlvinTeoh Copywriter: Jam Khairouddin Language: Music Summary: Discover the different colours of life and see what colour are you.

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

26 aDOIMARKEHNGCOMMUNICATIONS

A toy manufacturer in London went a bit "too cretive"decided to use the tummies of pregnant women to do advertising. ©

d i g i t a l photographer

Jen Studio 26, Lorong Dato Sulaiman Satu, Taman Tun Dr Ismail, 60000 Kuala Lumpur, tel: 03-7728 6227 fax: 03-7727 7005 email: jensiow@pc. jaring.my w w w . j e n s t u d i o . c o m

InTown

BLIMP

TAKES FLIGHT CARREFOUR proudly opened its seventh store over Jalan Peel and its outlying areas, many resi­ in the country in Cheras in July. To ensure that dents were spotted excitedly posing with their everyone who turned up for the public opening families and snapping photos of themselves with would remember the occasion, the hypermar­ it. Some of the locals even stopped to ask the ket giant hired Blimp Incorporated Sdn Bhd to blimp crew for directions to the Cheras store fly their 30-ft outdoor blimp in the skies over Jalan Peel Bandar Indah Town Park, Pandan Indah as well as over the Velodrom stadium in Cheras.

The sight of the huge flying airship k emblazoned with the hypermarkets logo and the - ^ 4 " . r • words "Carrefour Cheras" on its exterior was a pleasant surprise to many and certainly w h e n gave visitors and curious onlookers both young • they caught sight of the remoteand old a lot to talk about besides the exciting piloted aerial vehicle! Even dur­ prospect of being able to enjoy greater shopping ing the evening, the blimp could be clearly alternatives and morecompetitive priceswith the seen against the night sky thanks to its internal opening of the new store. lighting, making it a very impressive sight As the Carrefour Blimp made its presence felt indeed. During the official launch of the store

on the 1st August, VIP guests and shoppers were also introduced to the smaller version of the airship - an 8-ft indoor blimp which was used as part of the opening gambit. Blimp Inc. is the country's first fully established company to specialize in blimp advertising. It plans to establish itself as a leader in the local aero-advertising scene, through > the innovative W use of airborne blimps as a means of show­ casing new and estab­ lished brand-name prod­ ucts to the public as well as for promotional campaigns, special events and launches. Thus far, previous outdoor jobs have included the launch of the Primax brand, the KL International Marathon as well as the launch of the 10th Sukma Games in Seremban.

PBIC^BUSTLRS!

Glitters & Glamour in "Chicago"

What A Performance... Picture perfect figure on a pedestal.

It's fun to party, party....

Winner again ...Tan Sri Lim Kok Wing receiving his award.

All night long in the 1920s mood,

28 aDOIMARKEHNGCOMMUNICATIONS

%

Chicago, the Malaysian Advertisers Association (MAA) ADBALL 2003 was staged for an all-night fun! All glitters and glamour splashed the 1920's mood alive at the Shangri-La Hotel Kuala Lumpur, Grand Ballroom. And, the night was extra special for the newly-named Advertising Personality of The Year 2003, Tan Sri Dato' Dr Lim Kok Wing, after being awarded the Adrenaline Lifetime Achievement Award for Commitment to Education Excellence. Congratulations, Tan Sri! The award is in recognition of career achieve­ ment in the Malaysian advertising industry and outstanding service in furthering the objectives of the industry, and is held annually.

And, special thanks goes to the main sponsors - NTV7 and NSTP and co-sponsors - The Star, TV3, AMP Radio, Kumpulan Utusan and Sin Chew.

THEMED

Guests of honour sit were qathered at the grand table.

Be Smart, Go Beyond This feature extends prepaid call charges beyond existing parameters.

It means calls automatically get cheaper the more you talk.

INNOVATIVE prepaid service from DiGi set to power intuitive and personalised mobile experience for customers. DiGi Telecommunications Sdn Bhd launched its intelligent Beyond Prepaid service that takes mobile prepaid in Malaysia to a new level with its innovative automatic adjust­ ing rates feature, charges beyond existing parameters.

There is no need to review a range of tariff plans and select one that suits your usage. The rate per minute reduces with the amount of calls the user makes.

"What is unique about this dynamic tariff plan is that it goes beyond customers' expectations by doing the thinking for them, taking away the hassle and inconve­ nience of having to work out what plans suits them best.' said Tore Johnsen, Chief Operating Officer, adding that the new

pre-paid service offers one of the lowest per minute rate as usage increases.

"An affordable call rate as low as 40 sen per minute. In addition, customers can make outstation calls, all day long at only RM1.20 perminute," he added.

DiGi has invested considerable effort in designing a prepaid service that meets the consumer demand for convenience, ease-of-use and affordability to comple­ ment the ever-changing, fast-paced lifestyle of Malaysia's mobile prepaid cus­ tomers.

"We continue to place our customers at the centre of everything we do, and are set to roll out a series of innovative mobile communications services and product enhancements that will help to simplify and enrich their lives, "added Mr. Jonhson.

M i iTM

INMAGINE, the leading independent producer of Asian royalty free imagery, is proud to announce the arrival of their latest cat­ alogues entitled STIMULATE and FIRE UP, due out in October.

STIMULATE is a collection of edgy and compelling images with an international context and an exquisite flavour. These 180 pages of wonderful work will spice up your creative work­ flow and provide a feel of the best Royalty Free Asian Stock Photography in the market today. The STIMULATE collection gives a unique meaning to the themes of stylish lifestyle, trav­ el, businessand concepts with full model released.

DIGI'S LATEST

Beyond Prepaid is available for all existing and newprepaidsubscribers. It is the most affordable prepaid SIM pack at RM38 and comes pre-loaded with RM20 worth of talk time and packed with a host of innovative features. These include automatic interna­ tional roaming, MMS, faster internet connec­ tion via DiGi's GPRS network, call waiting, call divert and multi party conferencing.

Recently DiGi introduced its Friends and Family rate of 40 sen per minute nation wide all day long to any six DiGi numbers they fre­ quently call. Its SMS rate is currently the low­ est at 15 sen per message to any mobile phone in Malaysia or overseas. Existing cus­ tomers can change to Beyond for free by simply calling 016-2211800 and selecting the change call plan option in the IVR menu.

d

STIMULATE features 23 CDs with a total of 2600 images, with additional single images available online at www.inmagine.com. FIRE UP contains 13 new extraordinary Illustrations titles covering business to babies drawn in a unique way and 12 freshly processed Multi-Layered digital artworks. Each CD contains 10 artworks in EPS or PSD format. These titles cover the trend of modern life with an artistic twist for that added flavour. FIRE UP showcases a total of 54 CDs. © To get a copy of the free catalogues, please contact Inmagine @ 037880 0087.

8DOIMARKET1NGCOMMUNICATIONS 29

is this your copy of ADOI?

For your own one year subscription (12 issues), send RM100 to Seldgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd Fuad Satu, Taman Tun Dr Ismail, 60000, Kuala Lumpur, Malaysia. Or email ham@pop.jaring.my

Nl HAO - AND HOW!

This is an article about China.

Invest and Grow

BY GREG PAULL FORGET everything you've heard or read about China. It's already out of date.

We're currently helping three famous marketers based in Shanghai, and it's meant four trips to the commercial heart of the country in the last few months. (As an aside, if you really want to ruin your day, try the 'four hour red eye' overnight from South East Asia to Shanghai - not long enough to sleep, too late to stay awake, it feels like you've been woken up by a baby screaming and he's somehow still inside your head.)

I first went to China in 1994. The ride from the old Shanghai airport in those days averaged around 2 hours - through bicycles, goats, noodle shops, fake watch stalls and other assorted messes. Last week, I did it in 12 minutes.

China has now opened a newer airport at Pudong that makes KL airport seem close.

But next month, a 350 km/h train will con­ nect you in under 20 minutes.

We met with the top seven agencies on behalf of a large marketer moving into China. All of them are getting at least 3-4 'cold calls' a week - from local China mar­ keters looking to be famous. Don't get me wrong - the agency scene is still very com­ petitive - with 27,000 agencies in China (yes, not a typo), when they all turn up for the same pitch Here are some observations of what all this means to us on this side of the world...

Watch and learn

Whether you're agency or client side, look into what your China office is up to every six months. Learn from how they manage to deliver amazing growth rates. Learn from how they split their focus - in our compensation survey in China done this month, the split between Above the Line and Below the Line is 50/50. In the rest of Asia, its 66/33. What do they know about the importance of higher contact / higher touch activities that we don't?

If you can get them a passport, get your China people out for training. Some agen­ cies arrange for their best junior people in China to work in other offices - it's possi­ bly the best investment they could ever make. More importantly, China marketers and agencies alike are hungry for informa­ tion. Starving, in fact. I met a local telco marketer who didn't speak a word of Eng­ lish - except for words like 'Orange', "churn" , "Singtel" , "Sony Ericsson" and others.

Go work there

Well, China is not exactly waiting to be invaded from the south, but there are a number of Chinese and western expats doing well in the agencies we met. But beware - as one agency said "our fee pro­ posal is often as much as it would cost them to staff a large manufacturing plant for a year". So forget about the country club memberships or other perks - the learning curve is so immense, it will be worth it.

Remember branding again

One agency put it well - "China is such a new market, that branding becomes essen­ tial to success. Markets like Singapore and Hong Kong are so mature that they have moved into the tactical and promotional phase." China is actually like marketing used to be / should be. Driving for the con­ sumer insights, leveraging that into a strong strategy and brand platform, and communicating not just rationally , but emotionally as well. China certainly has a better handle on the balance between brand investment and tactical than we do.

Because they have less of the short term financial pressures we do. Here, by run­ ning businesses to meet the 90 day demands of Wall Street, agencies and mar­ keters are neglecting the role of 'non-callto-action' brand communication.

We spoke at the Clio China brand sum­ mit in Shanghai, with senior players from BBH, Wieden and Kennedy, Dentsu and many others. One American on his first trip to Asia, remarked "How long do you think until Shanghai overtakes Hong Kong?" My reply was "I think the bigger question is how long until it overtakes New York".

Greg Eaull is Principal of R3 Asia Pacific (www.rthree.com) , the Asian arm of a clientagency consulting group focused on agency compensation and relationships.

PRODUCT TITLE AGENCY CLIENT EXEC. CREATIVE DIRECTOR ART DIRECTOR COPYWRITER AGENCY PRODUCER FILM DIRECTOR CINEMATOGRAPHER EXE. PRODUCER / 1st AD LINE PRODUCER

NIPPON RANGE OF COLOURS COLOURS NAGA DDB SDN BHD NIPPON PAINT MALAYSIA TED LIM ALVIN TEOH JAMKHAIROUDDIN ARIFFIN WOO HON FONG SERGIO GASTON SERGIO GASTON BRIAN FRANCIS RAZLAN / EFFENDY HARJOH

FILM DIRECTORS

PRODUCERS

JAMIE QUAH BRAD HOGARTH TECK TAN KENNY BENEDICT MAURICE NOONE

SHEEN S SINGH BRIAN FRANCIS KAREN DE SILVA RAJAY SINGH SEAN NUNIS

PASSION PICTURES SDN BHD 210, JALAN AMPANG, 51000 KUALA LUMPUR TEL: 603 - 2166 6448 FAX: 603 - 2166 6468 website : www.passionpictures.com.my email : info@passionpictures.com.my

The 8th Malaysian Video Awards this year was sponsored by the National Art Gallery and the Multij categories and the 8-day festival include showcases of works from Malaysian, Asean and Internati CATEGORIES

TITLE

COMPANY

WINNER

BEST PRODUCTION DESIGN

Euphoria

Pegasus Film

Kenneth Raj

BEST COSTUME DESIGN

Trojan

Carrot Films

Emma Sia

BEST MUSIC

Shanghai Reunion

Passion Pictures

Tan Yan Wei

BEST PERFORMANCE IN A

Rokiah & Letchumi

Passion Pictures

Roziwati Mohd Rashid

BEST SOUND DESIGN

Network Quality Sea Rescue

Passion Pictures

Mike Bloemendal

BEST SCRIPTWRITING

Param's Bicycle Wassup Chilliest Imovie

MHZ Films Sponsored by National Art Gallery

Yasmin Ahmad

WASSUP CHILLEST MOVIE

The WhaleTalkers

BEST OPENING GRAPHIC

Opening Graphic"Multimedia Super Corridor"

Ten On Ten Pictures

FOR A TV PROGRAMME

Deepak Kumaran Menon,Tan Chui Mui

BEST TV MAGAZINE

The Play of Drums

Lensa Film

Dato'Ahmad Sean Sulong

BEST TV STATION PROMO

Rosalinda

Leo Burnett Advertising

Yasmin Ahmad

BEST EXPERIMENTAL VIDEO

Portraits in Absentia - Parvin & Trevor's Journey

Paul Loosely, Felix Thoo, llya Abulhanov

Waste Wood Sausage

Ho Chun How

-AMATEUR ANIMATION BEST EXPERIMENTAL VIDEO

Moody Sky

Louise Lam

Bread with Strawberry Jam

Liew Seng Tat

COMMERCIAL

Liam Hogarth

PROGRAMME OR DOCUMENTARY

- PROFESSIONAL BEST EXPERIMENTAL VIDEO

&

Powder

-AMATEUR BEST SHORT FILM - DRAMA /FICTION (OPEN)

pr e 3 e r i t s

nedia Development Corporation. The organisers this year received over 600 entries for a total of 26

inal filmmakers as well as seminars and talks that provoked and inspired audiences.

CATEGORIES

TITLE

COMPANY

WINNER

BEST SHORT FILM DOCUMENTARY (OPEN)

Portraits in Absentia Ginseng

Paul Loosely

BEST SHORT ANIMATED FILM (OPEN)

Father

Eugene Foo

BEST ASEAN SHORT FILM (BELOW 60MIN)

Rabun

Shamyl Othman

BEST ASEAN FILM (ABOVE 60MIN)

Tunjukin Rasa Lo

25 Frames

Yasmin Ahmad

BEST ASEAN TV

Walk-Away -Slow Jam (by Reshmonu)

Planet Films

Ipang Wahid

COMMERCIAL BEST MUSIC VIDEO

l-Perintis Corporate Video

Moon FX

Hiresh Haridas

BEST USE OF MOTION

1- Perintis Corporate Video

Liquid

Felix Thoo & Sidney Tan

BEST SPECIAL EFFECTS

Light Sabre

Passion Pictures

Harris Razak

BEST ANIMATION

Nuts

Liquid

Albert Chew

BEST EDITING

Deputized

Carrot Film

Marshall Raj

BEST CINEMATOGRAPHY

Shanghai Reunion

Planet Films

Eric Yeong & Ricky Lai

BEST DIRECTOR

Deputized

Passion Pictures

Al Isaac

BEST TV/ CINEMA

Light

GRAPHIC DESIGN

Brian Francis

COMMERCIAL BEST OF MVA

Trojan Shanghai Reunion

Carrot Films Carrot Films

Emma Sia Eric Yeong & Ricky Lim

â&#x20AC;¢

PRODUCT TITLE AGENCY CLIENT CREATIVE DIRECTOR ART DIRECTOR COPYWRITER AGENCY PRODUCER FILM DIRECTOR CINEMATOGRAPHER EXE. PRODUCER / 1st AD LINE PRODUCER

MALAYSIA AIRLINES PERFECT DAY LEO BURNETT ADV SDN BHD MAS CHAN LEE SHON / ALEX LIM CHAN LEE SHON ALEX LIM SHIRREN LIM ALFRED HAU LEE MING LOK RAJAY SINGH HENG TEK NAM

FILM DIRECTORS

PRODUCERS

JAMIE QUAH BRAD HOGARTH TECK TAN KENNY BENEDICT MAURICE NOONE

SHEEN S SINGH BRIAN FRANCIS KAREN DE SILVA RAJAY SINGH SEAN NUNIS

PASSION PICTURES SDN BHD 210, JALAN AMPANG, 51000 KUALA LUMPUR TEL: 603 2166 6448 FAX: 603 2166 6468 website : www.passionpictures.com.my email : info@passionpictures.com.my

FacetoFace

Believing In Himself WHO would have thought making more money out of a table? Kelvin Hong did. He shares his uphill struggle to success and what it feels to be ontop .. really on top!

The Man behind the table.

JOINED AP:FCB as a junior account executive.

Filing and tear sheets were the call the day. Work myself up the ranks from AE to senior AE to account manager to account director within a 5 year span. Had a short stint in Bozell Wordlwide working on the Carlsberg account. My increas­ ing waistline due to all the beer tasting was the main reason (joking) °f my departure from Bozell to Interface Advertising. During my agency days, I've had the honour to work on major global brands such as National Panasonic, Bank of Commerce, Neptune Cooking Oil, Kuok Oil & Grain, Thai Airways, SC Johnson, Ajinomoto, Carlsberg and Cadbury during which I was given the exposure to experience advertising work in Singapore, Vietnam, Aus­ tralia, and San Francisco.

Our table top materials are weather-proof, heat-proof, water-proof and scratch-proof. To be really honest, we've had our fair share of failure and frustration trying to find the most suitable materials.

ADOI: A master always needs his friends of advisors, who were yours?

Kelvin : I wouldn't want to make it sound like the academy awards but special thanks goes to my mentor, Mr. T Renganathan (better known as Nathan), the MD of Interface Advertising. If it weren't for Nathan, I may not even be in adver­ tising today. He opened the door to advertising for me in early 1995 and from a Junior Account Executive (I didn't even know that position exist­ ed), I work my way up to an Account Director.

And the rest were history. His level of tolerance and calmness in handling problems never fails to amaze me.

Back home, my wife, Eileen, has been my constant pillar of support.

ADOI: When was the "eureka" moment?

Why was the concept attractive to you and what made you say, "Yes, this is it"?

Kelvin : Once again, the most popular question has been asked. My all time favourite in fact.

Don't want to sound like a broken record but everybody wants to know how it all began.

Obviously, the 'eureka' moment happened at one of the 'mamak' restaurants (can't remember which one though).

I was enjoying my favourite 'teh halia' (gin­ ger tea) with my partner observing strange antics of others when the idea suddenly hit us. Initial­ ly, we wanted to incorporate jokes and riddles on table tops to reduce the boredom of lone drinkers and those who are experiencing a lapse in conversation.

Stretching our brain waves further, we thought it would be an even better idea if we were to convert the table tops into advertisement space. So Tableview was borne. I believe the name 'Tableview' is pretty straight forward and need no rocket scientists to figure out the ratio­ nale.

Ihblelhlk concept comes from understand­ ing the lifestyle and habits of Malaysian con­ sumers. Its is about merging common sense and creative marketing. What are their common top­ ics of conversation? TableTalk advertising does its job as long as customers sit at the table. This is advertising that is intrusive. Advertising that gets noticed. And gets talked about. And adver­ tising that gets talked about enjoys higher recall.

ADOI: What sort of reactions were you expecting from the client and friends? Who was your first client?

Tableview

^

J

ADOI: What were your initial doubts and fears after you've convinced yourself that table top advertising can be a niche success?

ADOI: What is your personal view of table top advertising?

Kelvin : Every advertising medium has its own set of worries during inception stage. For us, I wouldn't call it 'fear' but the initial worry was to source for a material that can withstand all the possible 'torture' i.e. vandalism (graffiti), curry gravy, coffee spills, weather uncertainties (sun & rain), itchy fingers (trying to peel the ads off) and cigarette burns. Well, after some intense R&D, we managed to find a solution to most of the potential problems.

Kelvin : Definitely very optimistic about the future and potential of table top advertising oth­ erwise I won't be leaving my job as an account director in one of the top ad agencies in town to realize this dream. I would say having a fix job provides one security, fixed monthly wages. But I was seeking satisfaction and the feeling of ful­ filling a dream. That is something different.

When opportunity knocks on your door, you bet­ ter answer it!

Kelvin : In the beginning, I thought that it would be a breeze convincing advertisers to adopt the table top advertising concept. In no time, I was proven wrong. Even though they find the concept extremely unique and inter­ esting most of them took a back seat when it came to allocating advertising budget. Imme­ diately it struck me that it was going to be an uphill battle to convince advertisers to part with their money.

I put on my cap both as a 'consumer' and 'advertiser' and started looking for answers.

Why are they not biting? Isn't it the perfect medium to reach most target audience? Are the rates too high? I finally realized that being a 'new medium on the block', most advertisers will be skeptical and would rather wait for the medium to be proven positively first before committing any budget. We never gave up.

Persistence paid off and Panasonic came on board as the first advertiser taking advantage of the World Cup Fever in July 2002 to feature their 'Gila Gila Bola Consumer Campaign'.

They committed a 3-month campaign and that was a significant enough to jumpstart our level of confidence again.

Part two will continue in the next issue.

W I "W |

34 aDOIMARKETlNGCOMMUNICATIONS

If,

m

I 1

The management, advertising and marketing gurus are coming to Adasia, Jaipur this year. Jaipur is one of the most exotic locales in India, perhaps Asia. It is the fascinating Pink City in the Northern State of Rajasthan, known for its forts, palaces, temples, museums and colours. And that's where Adasia 2003 will be held between 10th and 14th November this year. Explains why legends like C. K. Prahalad, Carolina Inez Rayes, Charles Handy, Chris Charron, Clyde Fessler, David Droga, Eric Kim, Hidehiko Sekizawa, Ian Batey, Irwin Gotlieb, Jack Trout, James Murdoch, Jeff Goodby, Kumar Mangalam Birla, Lester Wunderman, Marcello Serpa, Mukesh Ambani, Noel Coburn, Piyush Pandey, Rajat Gupta, Ramon Jimenez, Ricardo Semler, Rick Bendel, Santosh Desai, Scott Bedbury, Sergio Zyman, Stefano Hatfield, Tim Lindsay, Trevor Beattie, Vindi Banga, Woong Hyun Park and Yukio Nakayama are already packing their bags. Make sure you're there too.

For complete event details, visit www.adasia2003.org or call Bipin on (+9122) 23894091 or (+9122) 23813034, or mail adasia2003@vsnl.net

VOLVO S80

-THE NEW DESIGN

PRESENTED BY: STEVE HARPER CHIEF DESIGNER

Before the design is concrete, the power of visualisation is the most crucial part of the process, where you need to think of the future and to create an image that would fit the customer of Volvo," he said, adding that as a designer, he feels he is both the bow and arrow.

"All parts are like cut diamonds, precious gems. Correctly designed and placed in the appropriate setting, they forge a powerful image of elegance and prestige," Harper said.

Life in Volvo IN town recently was Steve Harper, the platform chief designer of Volvo. Bringing life to his design, Harper's visit is a pre­ lude to the launch of Volvo's new S80 in October this year. Adoi gets to sit down with Steve at Cafe Citron, to find out what inspires the designer in him.

"Let things around you be your source of inspiration. Great ideas and inspiration are everywhere," he answered with a smile. But when the responsibility of designing based on aesthetic beauty falls on his shoulder, in his capacity as the Plat­ form Chief Designer, greater the burden.

"I don't think of myself as a wizard, rather considering myself as a guide.

"The design of the new Volvo S80 is packed with these "gems" - outside and inside alike," he added. Under his "touch" , the front has been reworked. The complete front section that sur­ rounds the grille has a new profile with a gen­ tler transition to the body sides and to the spoil­ er area.

The lower air intake has been re-profiled and features a transverse chrome strip which links together with the fog lamps. The fog lamps themselves are new and have larger light aper­ tures. The grille has a new square mesh pattern in dark silver metallic. The surrounding trim is chromed. The window mirrors have been redesigned to cut air drag and reduce dirt accu­ mulation on the side window.

Redesigned Rear Section

The rear of the Volvo S80 has been redesigned for higher quality and more distinct style. The tail lamps are smaller, using brake lamps featuring LED technol­ ogy, which means the brake lights are acti­ vated more quickly. The rear bumper has more substantial profile.

New Door Panels

The new door panels enhance the aura of quality, not least since they blend more smooth­ ly with the instrument panel. The front doors have new handles that make it easier to reach and close a wide-open door.

The textile upholstery on the rear hatshelf is of new quality, of the same type as found in the Volvo XC90. The sun-visors are now covered with the same textile as the inner roof lining.

For more elegance and prestige, chrome details in all the right places are designed in combination with colourmatched mouldings, creating a persona of refined luxury.

Visit www.volvocars.com to experience.

REACH CONSUI

GET YOUR Cl IN THE NEWS \TI

BERNAMA

. press release about your product or service that appears in a newspaper or on TV can bring in customer orders an new business opportunities.

It can also turn your company into a multimillion-ringgit business* This is the power of the press and publicity.

Call BERNAMA PRWire today.

We can help you get the press attention and media coverage your business needs through our direct links with newspapers, radio and TV stations and international news agencies, locally and worldwide.

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5th Floor, Wisma Bernama, 28, Jalan I/65A, Off Jalan Tun Razak, P.O. Box 10024,50700 Kuala Lumpur.

a

imam

... 'MAHATHIR', the first of its kind on local television, will chart the Prime Minister's life from his birth on December 20,1925 in Alor Star, Kedah, until the present...

TV3's Tribute to Prime Minister MALAYSIA'S leading television station, TV3, aired a six series programme entitled 'MAHATHIR' on the life and career of Malaysia's fourth Prime Minister.

'MAHATHIR', the first of its kind on local television, traced the Prime Minister's life from his birth on December 20, 1925 in Alor Star, Kedah, until the present. The first five episodes are thirty minutes each while the final episode scheduled for November 2, 2003 ran for one hour. The final episode feature an exclusive interview with YAB Dato Seri Dr. Mahathir where he answered questions from TV3 Man­ ager (Documentary) Zainal Ariffin Ismail and Executive Producer of 'MAHATHIR' Sa'adullah bin Che Noor on a wide range of issues. The interview was pre-recorded at the Prime Minis­ ter's office in Putrajaya.

During the first two episodes, the viewers are enlightened with re-enacted scenes such as the day the prime minister of Malaysia was born and his early childhood years. The reenacted scenes are based on written and oral testimony from those who have first-hand knowledge of YAB Dato Seri Dr. Mahathir Mohamad.

The subsequent episodes are strictly based on file footages and interviews from various respondents. Among those interviewed for the programme are Dato' Seri Abdullah Ahmad Badawi and former Deputy Prime Ministers Tan Sri Musa Hitam and Urn Ghafar Baba.

Views from Dato Seri Dr. Mahathir's wife Datin Seri Dr. Siti Hasmah Mohamad Ali and two of his children are also included in the rele­ vant episodes.

This historical documentary is spon­ sored by Malaysia Airlines (MAS) Telekom Malaysia Berhad, UEM Groups, MMC Groups, Tenaga Nasional Berhad and Petronas. Expert advices, opinions and researches on this programme were provided by Professor Dato' Dr Ramlah Adam and her team from Uni­ versity Malaya's History Department.

'MAHATHIR' is produced by Sa'adul­ lah bin Che Noor with assistance from Mohd Azri Atan and Rishdy Mohd Rosli. The re-enactment scenes were filmed and directed by Azman Yahya (Jinggo fdam). Voice over is by Zainal Ariffin Ismail.

Asia's

Namecard Dynamic Growth BusinessWeek |vnvw.bvsineHaweek.com

Asia circulation: dynamic growth and focused on Asia's key consumer markets BuilnaaaWaak'a Asian avtragt paid circulation has more than doubled alnca 1994 (+132%).

12,331 H,r« TIH:

M,M1

MOM

_ PAID CIRC

Hong Kong Singapore Japan Mia

01

06

#7

00

01

02

03

% of AP CIRC

17,943

21,4%

12,979

16,0%

7,990

98%

7,848

94%

Korea (South)

8,848

8,2%

Taiwan Malaysia

8,871

7,8%

8,047

6,0%

Australia

4,031

4,8%

China Thailand Indonesia

3,894

4,6%

3,703 3,080

4,4% 3,7%

Philippines

2,110

2,6%

841

0,8%

1,882

1,9%

New Zealand Other AP

14

Month Tablet (k

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Total average paid circulation •11,746

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aDGi MARKEHNGC0MMUNICATI0NS 37

NEWSBRIEFS I WORLD • O&M DOMINATES CITRA PARIWARA Ogilvy & Mather stamped its dominance on Indonesia's advertising industry by snapping up most of the major awards at Indonesia's annual advertising awards ceremony, the Citra Pariwara.

The agency picked up 26 golds,silvers and bronzes, including the best of show award for a cheeky out­ door ad,TheOne UpThere'for local cigarette maker Sampoerna's A Mild brand.

• PUBLICIS ADDS SENIOR CREATIVE TO REGIONAL ARSENAL AWARD-winning creative Nick Worthington is joining Publicis Mojo in the region and will be based out of the agency's office in Auckland.

Worthington is the former group creative direc­ tor at BBDO/AMV and Bartle Bogle Hegarty and has been behind some high profile advertising.

In the last ten years his award tally includes 10 Gold Lions, 11 D&AD pencils, 10 Gold British Television Advertising Awards. His work includes notable campaigns such as 'Levis, Creek','Drugstore' Boddingtons, Polaroid, Wran­ gler and the Dulux campaign. This year he col­ lected 3 Golds Lions for the'TwoThings at Once' campaign for the Department of Transport.

• WPP MAXIMISES SYDNEY PRESENCE FORMER Zenith media manager Mathew Baxter has been made business development director for WPP media agency Maximize. The agency has been active in the Melbourne market,and is renewing a push into the Sydney media indus­ try. Baxter said the agency had already been successful in securing two new accounts, but declined to specify which accounts the agency had gained.

•_ PATTS AND MCCANN APPOINT NEW COOS TWO of Australia's largest agency groups have appointed new chief operating officers. The Communications Group Holdings (TCGH)-the owner of George Patterson-has appointed Fair­ fax's chief financial officer Mark Bayliss as its chief operating officer and to its board of direc­ tors in December this year.TCGH chief executive Ian Smith said Bayliss' acceptance of the role was a "significant endorsement of the group" and marked an important step in the strategic development of the group.

THE LEGENDARY

SR FRANK LOWE RETIRES ADRIAN HOLMES NAMED CHAIRMAN OF GLOBAL AGENCY NETWORK Lowe & Fkrtners Worldwide announced that agency founder Sir Frank Lowe, who has been actingin a con­ sultancy capacity since assuming the title of Non-Executive Chairman at the beginning of the year, is to retire from the com­ pany at the end of 2003. He will assume the hon­ orary title of Chairman Emeritus.

To ensure that Sir Frank's values and com­ mitment to the agency's work and clients con­ tinue undiminished, Adrian Holmes, Lowe's worldwide Chief Creative Officer, will add the title of network Chairman. He will work along­ side network Chief Executive Officer Jerry Judge and President Tim Lindsay. Terry Rosenquist, the Worldwide Director of Client Services with direct responsibility for Lowe's Unilever business, has been named Vice Chairman.

"Frank is a legend in our business," said Jerry Judge. "No single person could ever replace him, but the team he put in place is committed to ensuring his values are main­ tained and built upon. Those values led to our creating a Top 10 global agency network from scratch over the past 22 years, while establishing an unsurpassed creative ethic and reputation.

Sir Frank commented that he had it in mind to step down, for some time, and we agreed that this was the appropriate time to make the announcement."

"My heart will always be in my agency," added Lowe. "I take a great amount of pride of what we have accomplished as an agency and confidence in all the next generation of management has yet to achieve" By any measure, Lowe continues to be one of the most widely awarded agencies in the world, having won nearly 350 creative awards of distinction over the first half of the year.

• STATESIDE AD BUREAU FORECASTS 2004 TV REVENUE SURGE

Lowe's Successors

America's Television Bureau of Advertising is forecasting a surge in the TV ad market next year. Late last week, the group issued predic­ tions for 2004 and 2005, based on independent research as well as the views of financial ana­ lysts and firms representing television stations.

The TBA believes overall spot revenues for next year will jump 10%-11% on the back of the Olympics and the US presidential election, com­ pared with 2003.

This increase will comprise a 7%-8% rise in local spend and a 14%-15% leap in national outlay.

The Bureau's forecasts for 2005 are more conservative but still show steady growth. It is forecasting 2%-4% expansion in overall spot revenues, comprising a 3%-5% rise in local and a hike of up to 2% in national. Even such mod­ est growth will outperform 2003. The Bureau estimates that total spot growth this year will bejust 1%,at the low end of the 1%-3% range it previously predicted.

Holmes first joined what was then known as Lowe Howard-Spink in London as a copywriter in 1982 and worked at the agency for four years on such accounts as Albany Life, Heineken, Ply­ mouth Gin and Vauxhall. He returned as Joint Creative Director in 1990. He became Chair­ man of the U.K. agency in 1992, and was pro­ moted to Chief Creative Officer of Europe in 1997. In January 1999, Sir Frank Lowe handpicked him to become Chief Creative Officer of Lowe & Partners Worldwide; Holmes also was named to Lowe's newly formed Worldwide Board of Directors. Over the past 27 years, he has won awards in festivals all over the world, including Cannes, the One Show and D&AD in London (he served as President of the latter in 1994). After graduating in Film and Photo­ graphic Arts at the Central London Polytechnic, Holmes started his advertising career as a copy­

381aDOl MARKEHNGC0MMUNICATI0NS

writer at Grey London in 1976.

Terry Rosenquist began his career in marketing with Sterling Drug in the U.S. before moving onto the Mennen Company where he was Vice President of Marketing and then President of its Fine Fragrance Division. In 1983 he joined Lintas Worldwide in New York as Senior Vice Pres­ ident of Client Services. He later was named an Executive Vice President, and in 1992 he moved to London to become Worldwide Client Service Director for Lintas's largest client Unilever. In 1995 he added the title of Chairman of Europe.

After the 1999 merger of Lintas with Lowe, Rosenquist continued to oversee Unilever as the Worldwide Client Service Director. In 2002, he was appointed to the Lowe Worldwide Board.

"Terry and Adrian have a deep respect and pride for the creative culture at the heart of Lowe, and every intention of furthering the momentum we've established over the past several months," said Tim Lindsay.

Lowe has had over 160 new business wins year to date, including Electrolux in Europe and North America; Cablevision's new satellite cable system, Federated Department Stores and CarFax in the U.S.; Waterman Fkrker Ftens in Japan; Orange Mobile Phones in Thailand; Campari in Germany; Fuji in Sweden; Lotto in Belgium, and Novartis and Bacardi in Mexico.

Since the beginning of the year, Lowe has forti­ fied its operations in several major ad centers. In the U.S., Bozell merged into Lowe New York tocre­ ate the most awarded agency in the world's largest ad market under the new leadership team of Chair­ man and Chief Creative Officer Gary Goldsmith and CEO Tom Bemardin. In the U.K., Matthew Bull, who as chairman of Lowe's South African operations helped it grow into the region's 8th largest while being named that country's most cre­ ative agency at last year's Loerie Awards, recently assumed the CEO mantle in London. In France, Philip Purdon, most recently CEO at TBWA Fkris (named 'Agency of the "fear" at Cannes 2003) was hired as Group President for Lowe's French opera­ tions. 'An agency is the sum of its talent, and we will continue to put the right people with the same high level of commitment in place to make Lowe a potent creative competitor wherever we operate," said Lind­ say. "Our clients deserve no less."

ABOUT LOWE Lowe & Partners was founded by Frank Lowe in London in 1981, with five people in two rooms and the ambition to build a leading global agency network by producing effective, highquality, creative advertising. Today the company ranks among the world's ten largest agency net­ works, with offices in 90-plus countries, over 9,000 employees and a worldwide reputation for outstanding creative work. Lowe is a member of the Interpublic Group of Companies (NYSE: IPG).

Mendahului dengan isu-isu semasa We lead with the issues

inaauan

" M A L A Y S I A !

M

A

usan L

A

Y

S

I

A

I ASIA • APEX: RM3.5BILLI0N IN 2003 "The outlook for the rest of 2003 remains posi­ tive, boosted by the implementation of the Package of New Strategies Towards Stimulating the Nation's Economic Growth in May this year," said Danyal Abdul Malik, executive director Nielsen Media Research Malaysia.

"Indeed,this policy is also expected to have pos­ itive impact on ad spending in the second half of the year. AdEx is expected to reach RM3.55 billion for 2003, or a growth of 3% over last year," he added.

"Media owners need to continue to reinvent themselves not only to attract advertising rev­ enues but also catch up with consumers'changing media consumption behaviour," he added.

^KL Dining .

.

Gourmet-Style

Top 10 Newspapers in Philippines No.

Newspaper

1.

Bulgar

AIR(%) 6.7

2.

Philippine Daily Inquirer

5.7

3.

Manila Ekiletin

5.5

4.

Abante

4.5

5.

Philippine Star

6.

People's Journal

2.6 2.4

7.

Pilipino Star Ngayon

22

8.

People's Journal Tonight

22

9.

Balita

2.1

10.

Abante Tonite

15

• LEO BURNETT TAKES ON SONY IN VIETNAM Getty Images and Agence France-Presse have announced a strategic business relationship that is expected to be implemented during the second quarter of this year. Under the term of the agreement,Getty will have exclusive rights for the marketing of AFP images in North America and the United Kingdom. AFP will market Getty Images' photography covering North America to its daily newspaper sub­ scribers in the rest of the world.

• LIVE IT UP! IN HONG KONG Conquer you fear and travel.This time, try Hong Kong.The Hong Kong Tourism Board (HKTB) has begun a global advertising blitz aiming to rein­ force the city's position as one of the world's leading destinations for leisure travellers. Under the banner'Hong Kong - Live it. Love it'and fea­ turing action movie star Jackie Chan, the cam­ paign is the second part of the HKTB's tourism revival campaign, which was set in motion in June after the Sars outbreak was brought under control. Prior initiatives have resulted in a promising rebound in visitor arrivals, from just 427,000 at the height of the Sars outbreak in May to 1.6 million last month.

• MCDONALD'S L0VIN' IT! We all love McDonald's. Its 'I'm lovin' it' cam­ paign in Singapore this month after its debut in Germany, making the Lion City the second in the world - and the first in Asia - to run the brand's first single theme worldwide campaign produced outside the US. More than 1,000 TV spots and over 500 radio spots are placed for this month-long campaign, according to B.S. Dharma, McDonald's Singapore's V-P of market­ ing and communications.The campaign, featur­ ing Justin Timberlake's vocal and cameo appearances and popular Taiwan singer Wang Lee Horn's vocal for the Mandarin version, seeks to "re-energise and connect better with cus­ tomers"

40 dD0!MARKE!1NGC0MMUNICATI0NS

ATt Gourmet Festival 2003, KL diners and visi­ tors got a taste of international cuisine pre­ pared by the best chefs of 16 top restaurants in the city.

Organised by AsiaReach Events, the fes­ tival, which is into its third year was previ­ ously known as KL Gourmet Festival. It's slight change in name well reflects the city's dining scene is vibrant, dynamic, sophisticated and international in every way.

From Thai to Chinese to Malay cuisine just to name a few - there was much to be discovered at the KLIGF 2003. Based on last year's success, which had attracted close to 50,000 diners enjoying fine cuisines, AsiaReach Events has doubled its efforts to ensure that this year's fes­ tival is filled with delectable offers of equal standing if nto better than last year.

"If the inaugural festival demonstrated to the world that we are on an equal, if not better foot­ ing when it comes to culinary creativity and expertise, the second festival cemented our rep­ utation as a gastronomic destination," said Royal Patron YAM Huiku Dato' Seri Utama Naquiyuddin ibni Hianku Ja'afar. " I am certain that the ,' k *' | third festival will take fine dining to an even greater

After all, it's a rare opportunity for anyone and everyone to cele­ brate life among good friends, great food and wonderful

val aims to increase the flow of business into the city's restaurants by encouraging KL residents and visitors to eat out more and try fresh dining venues. It also hopes to cre­ ate spin-offs and spillover effects to make the city's dining places more attractive and competitive.

One of the spin-offs this year was the KL International Food & Wine Fair 2003. The oneday event brought together top suppliers, For­ eign Trade Commissions dealing in fine dining and the culinary arts under one roof.

"I hope the diners will take full advantage of the festival period. Bring along your friends, family and business associates. As you will have seen from the festival booklet, there are lots of great offers in store. It's also a great time for corporate functions," said Steve Day, Organising Chairman.

KLIGF 2003 is presented by RHB Bank and co-sponsered by the Vision Four Group of Com­ panies. It is endorsed by Tourism Malaysia, supported by Kuala Lumpur City Hall.

You'll like him when he's angry.

Naga DDB's 'Angry Engineer campaign for the Perodua Kelisa aims for smiles.

THIS is a bit embarrassing, but we honestly don't know what to tell you about our Kelisa TVC shoot.

It was popular. The only true competitor was the Kancil - also from Perodua. So there goes any claim to genius or talent on our part.

There was no pressure Honestly, the Angry Engineer' campaign came about because we had some spare time on our hands. The Kelisa campaign we'd presented earlier was very decent and had already been approved It's not as if we were working under super-tight deadlines and jobs were at stake or anything.

There were no 'difficult client' moments.

Fterodua heard the boards, smiled and said OK. They pretty much approved them the day we pre­ sented it. They didn't even say 'please make sure you show the car!' So see? We can't even say we were brilliant salesmen. We just had a great client.

There was no sudden flash of inspiration.

We didn't pore through lots of research and discover some brilliant insight. We didn't see a vision in a coffee mug and scream simultaneous­ ly "I think we've got it!" We ate cookies. We drank some local coffee. We made jokes about how nobody really appreciates how much work goes into ads (and seriously why should they care?).

And at some point, we wrote these jokes down and it turned into the 'Angry Engineer' campaign.

There was no dull, ugly, hard-to-sell product.

It's not as if we were selling dishwashing liq­ uid (now that's a tough sell). The Kelisa's a bril­ liant product. It looked cute. It had a Special Edi­ tion model - imagine that, a Special Edition for a small car! It was fun to drive. It was affordable.

The ads aren't even clever.

They're not 'edgy' or 'brave.' There are no effects, no motion-control rig gizmos, no pumping soundtrack. When the spots were finished, we played it to the studio boys (if your studio boys think it's crap, they're usually right). We got a lot of smiles, so we were happy.

We do however remember a pair of adorable kids who made us laugh the whole time we were shooting them (Din, our DOP had to get out and laugh betweenshots). They nailed it in less than five takes and we broke for an early lunch.

So there you have it

It is not Lord Of The Ring.If you sawthe spots, we hope they made you smile. And we hope it helped sell a few more of those really cool Kelisas.

More M'sians Watching TV TV2 Top Programs Jul02-Jun03

Type

No.

Program Name

1.

Qerak Khae

Drama 20.5

TVR

2.

Cltra -Cikgu Nablla

Movie

16.6

3.

Cinema on 2 -Spy Klda

Movie

15.8

4.

Aldlladha Mov. Sp. -Labu & Labi

Movie

14.4

5.

America's Funniest Home Vldeoe

8ltcom

13.9

NMH TV Audience Mm«w«n*nl itemce

TV1 Top Programs Jul02-Jun03

No.

Program Name

Type

TVR

Qerak Khae

Drama 23.3

T.B.Lagenda -8enlman B.Lapok

Movie

19.0

Cltra -Menylrlng Qelombang

Movie

15.5

Dun. Plala M'eia (Live)

Sports

15.2

Telebrlt! (Uve)

Mu^Ent

14.7

While newspaper maintained a daily reach of 51%, Malaysia's satellite TV viewers increased by 2.3% to 2 million viewers daily. However, terres­ trial TV channels such as TV1, TV2, TV3 and NTV7 are also beamed via satellite, which are cur­ rently not measured. It seems certain too, that Malaysians will be spoilt for choice in TV chan­ nels, with the networks jostling for audience share as Channel 9 enters the market along with the expected entry of other channels. These new channels are expected to enhance niche opportu­ nity to attract niche audiences of different viewing preferences.

Comparing the 12 months leading to June this year, with the same period last year, total TV con­ sumption, which includes all terrestrial and satel­ lite channels increased by 3.8%, reflected in the rise in average weekly hours viewed from 18.6 to 19.3 hours. All three major racial groups con­ tributed to this increase. Tferrestrial TV channels which are not viewed via satellite remain the most popular media with 75.9% reach.

TV3 Top Programs Jul02-Jun03

Type

No.

Program Name

1.

Anugerah Juara Lagu Ke 17 (Live)

Mua/Ent

TVR 26.3

2.

Senario

Sitcom

25.9

3.

CNY P.T.P-8haolln Soccer

Movie

24.6

4.

Neraca Kiaah Benar

Docu/Mag

24.5

5.

Mister! Nueantara

Docu/Mag

24.2

Weekly Hours of Viewing Total TV Malay 6+, 12 Months to June

—YTJun08 YTJun02

Jul

Aug Sep Oct

+ 3.9% Nov Dec Jan

Fob Mar

Apr

May

Jui

8D01MARKEHNGC0MMUNICATI0NS

41

NEWSBRIEFS I MALAYSIA • DENTSU PARTNERS PIONEER CORPORATION Dentsu Inc. announced today that it had con­ cluded an agreement to acquire the out­ standing shares of two subsidiaries of Pio­ neer Corporation, Japan-based Pioneer LDC, Inc. and U.S.-based Pioneer Entertainment (USA) Inc., both of which are engaged in the video and music software business, from Pio­ neer Corporation. It's president:Tateo Mataki; Head Office: Tokyo; Capital: 58,967.1 million yen.

In a parallel move, effective October 1 Dentsu will rename the corporations - Pio­ neer LDC Inc (a Japanese corporation) to Geneon Entertainment Inc; and Pioneer Entertainment (USA) Inc. (a US corporation) to Geneon Entertainment USA. GENEON, a new word combining "generate" and "eon," signifies a creative company capable of pro­ ducing new entertainment with eternal value.

"Welcome Back"

TBWA produces probono campaign for PATA

• SMALL CARROT GETS THE BIG CARROT Getty Images and Agence France-Presse have announced a strategic business relationship that is expected to be implemented during the second quarter of this year. Under the term of the agreement, Getty will have exclu­ sive rights for the marketing of AFP images in North America and the United Kingdom.

AFP will market Getty Images' photogra­ phy covering North America to its daily news­ paper subscribers in the rest of the world.

• AC NIELSEN SIGNS 5-YEAR AGREEMENT WTTW ASTRO Nokia has awarded its US$100 million world­ wide launch of N-Gage, a new gaming mobile phone, to Grey Global Group's Grey World­ wide following a pitch.

The US ad campaign will break this fall, with an international launch before the end of the 2003. Grey, Nokia's agency in Europe, pitched for the assignment against the other two international roster agencies that handle Nokia's cell phone business - Bates World­ wide in Asia and Dallas-based Richards Group in the US.

42|8D0IMARKET1NGC0MMUNICATI0NS

WHAT are the key details of the "bold and compelling" comeback cam­ paign? Is the theme still Welcome Back - what's been done to accentuate the theme and are you pleased with the results?

The concept of this campaign is all about welcoming back tourists to the region. The TV commercial with its evocative sound track reminisces on those emotions and reminds all of us that life is for living and the world is for discovering.

The mainstay of the Welcome Back campaign is the 60-second TVC. Given the timing and budget constraints it was clear early on that music would be a key driver in the communications plan.

TBWA CD Jerry McKenna wrote the 'Welcome Back' lyrics together with musician AntonMorgan of2AM, based in Kuala Lumpur. The result is an emotive and uplifting piece of music that helps drive home the message that travel to the Asia Pacific region is still an unforgettable experience. A lot have things have changed in our world but the best things remain the same.

Footage was then sourced from all PATA member countries and edited to the sound­ track. Special effects added with the help of MFX - also in Kuala Lumpur to create the "Welcome Back" messages on trains and Hong Kong Neon signs. Sourcing the footage alone was a massive task in the time and TBWA editors sat through over 30 hours of footage to select the takes. Differences in film stock, beta, 16mm, 36mm and video made the task even trickier for the graders and edi­ tors. We believe that the end result hits the emotional nail on the head and is a great

example of teamwork.

PATA President and CEO Peter de Jong adds: "I've received countless calls and emails from PATA members saying how much they like the campaign. The response has been overwhelmingly posi­ tive."

How many TVC and ad types? When will they run, what frequency and for how long?

This campaign comprises one version of 60-second TVC to air on CNN Interna­ tional's Asia Pacific and European feeds (from August 18 onwards for two months), plus two versions of full-pagefull-color print ads rotates and runs in FORTUNE'S Asia Edition and TIME's Asia, Europe and U.S. editions (from late Sept onwards for two months).

How "integrated" is the campaign?

The message of "Welcome Back" is consis­ tent in both TVC and print, hence, a strong syn­ ergy is maintained both on CNN International and in TIME and FORTUNE. All the media brands have strong pan-regional focus that facil­ itate the "Welcome Back" campaign. The ads also feature TravellWith PATA.com, where con­ sumers can get detailed online information about travel to the region.

Why the timing might be actually bet­ ter now?

Now is a great time to be on air because consumers are increasingly in a receptive frame of mind to accept and respond to a message of Welcome Back to the Asia Pacific region.

All the world's best prog ram mes a re on ntv7 FRIENDS Emmy Awards 2002 Outstanding Comedy Series

Malcolm In The Middle Young Artist Awards 2002 Best Performance in A TV Comedy Series

Charmed Winner - ASCAP Awards Top TV Series

SaBfina The Teenage Witch

Late Show With n David Letterman

Young Artist Awards Best Family TV Comedy Series

Emmy Awards Best Variety, Music or Comedy Programme

Digimon N0.1 Cartoon Show in USA, Japan 8c Europe

Gather t h e f a m i l y and meet t h e world's best entertainers r i g h t here i n y o u r l i v i n g r o o m .

feel good HtV channel

www.ntv7.c0m.my

The reasons why more than 2 million Malaysians listen to the No. 1* Chin

radio station... movie & concert tickets

great music

Source: Radio Listenership Survey 2003/1, Nielsen Media Research

Klang Valley 101.8 • Penang/Alor Setar 99.7 • Ipoh 100.6 • Seremban 100.6 • Melaka 106.4 • Johor Bahru 95.4 • Kuantan 101.1 • K. Terengganu 101.2 • Kota Bharu 102.3 • Taiping 100.2 • Kuching 96.9 • Kota Kinabalu 104.0