Issue220

www.marketingmagazine.com.my

ISSUE 220/// END-APRIL 2018

INSIDE:

APPIES MALAYSIA 2018 MARKETING AWARDS WINNERS // HOW TO WIN VOTES USING SOCIAL MEDIA // NANDO’S HOT CREATIVE // IS DATA A FOUR-LETTER WORD? // STATEGIC BRAND PLANNING WORKSHOP ON MAY 23

Srinivas Gattamneni CEO of ADA

Dheeraj Raina

MD of ADA Malaysia

‘THE RISE OF THE TRADITIONAL AGENCY DISRUPTOR’ ISSN 1985-5575

00220 9 771985

557001

KDN NO. PP15776/03/2013 (033405) RM3.50

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THE MAN WHO CAME TO PERSONIFY ADVERTISING

ISSUE219MID-APRIL2018

EDITOR’S NOTE

By the Turbanned Stranger | ham@adoimagazine.com

“AN ELEPHANT MAY BE STUNG BY ANTS, BUT IT IS STILL AN ELEPHANT. MARTIN MADE SOME MISTAKES (DON’T WE ALL), BUT HE REMAINS AN ELEPHANT.” NEIL FRENCH EX CREATIVE GODFATHER WPP GLOBAL

MARKETING SCAM

ANYTHING smaller than five millimetres in size (5,000 microns) is considered microplastic. The bottled water industry is estimated to be worth nearly USD200 billion a year, surpassing sugary sodas as the most popular beverage in many countries. But its perceived image of cleanliness and purity is being challenged by a global investigation that found the water tested is often contaminated with tiny particles of plastic. “Our love affair with making single-use disposable plastics out of a material that lasts for literally centuries — that’s a disconnect, and I think we need to rethink our relationship with that,” says Prof. Sherri Mason, a microplastics researcher who carried out the laboratory work at the State University of New York. The research was conducted on behalf of Orb Media, a U.S-

YOU either like him or are jealous… David Ogilvy famously called Sir Martin Sorrell an “odious little jerk”, although he later changed his mind, took a job at WPP and sang praises of him. Chris Ingram, former boss of media-buying group Tempus, once said he would rather “lick an abattoir floor” than work for Sorrell. So when the Chief Executive of WPP, the world’s largest advertising agency, resigned after 33 years with full retirement rights last month under investigation for an allegation of personal misconduct, the world came to a standstill. The 73-year-old has denied the misconduct allegation, which involves the improper use of company funds and allegations of improper personal behaviour. I asked exWPP Global Creative Godfather Neil French for his thoughts and he responded, “An elephant may be stung by ants, but it is still an elephant. Martin made some mistakes (don’t we all), but he remains an elephant.” Was WPP going to break up? Martin was a such a glue to over 200,000 people and their 500,000 or so dependents, and clients across 112 countries. WPP had taken a massive hit with shares down almost 13% and

based non-profit journalism organization with which CBC News partnered. Mason’s team tested 259 bottles of water purchased in nine countries. Though many brands are sold internationally, the water source, manufacturing and bottling process for the same brand can differ by country. The 11 brands tested include the world’s dominant players — Nestle Pure Life, Aquafina, Dasani, Evian, San Pellegrino and Gerolsteiner — as well as major national brands across Asia, Africa, Europe and the Americas. Researchers found 93 per cent of all bottles tested contained some sort of microplastic, including polypropylene, polystyrene, nylon and polyethylene terephthalate (PET). Nestle said in a response that it had tested six bottles of water from two of its brands — Nestle Pure Life and San Pellegrino — and found between two and 12 microplastics per litre, much lower than what Orb found in its study. The company suggested that Nile Red dye is known to “generate false positives.” Gerolsteiner also said its

Martin Sorrell had commented, “2017 was not pretty. The major factors influencing WPP’s performance were probably the long-term impact of technological disruption and more the short-term focus of zero-based budgeters, activist investors and private equity.” What went wrong? The unbundling of creatve and media which was started by him had come full circle with ever decreasing margins. The writing was on the wall. Tom Doctoroff, Chief Cultural Insights Officer at Prophet, put it best, “In-house agencies are the rage. Clients deal directly with Facebook and Google. Content is produced by brand managers. They have fallen into a vicious spiral of fee cuts and talent degradation.” Sir Martin was the man who turned a wire-basket maker into a global advertising powerhouse. He became an elderly statesman of the industry and appeared in the news and on TV, talking about Facebook and Google to BRIC and Brexit. He earned millions - and a knighthood. For a long time, he publicly called out technology companies’ incursions into the media and advertising businesses, calling Google a “frenemy,” a combination

tests showed a “significantly lower quantity of microplastics per litre” in its products. “We still cannot understand how the study reached the conclusions it did,” the company said. “The research results do not correspond to the internal analyses that we conduct on a regular basis,” the company said in a response. Danone, the company behind Evian and Indonesian brand Aqua, told Orb it is “not in a position to comment as the testing methodology used is unclear. There is still limited data on the topic, and conclusions differ dramatically from one study to another.” Brazilian brand Minalba told Orb that it abides by all quality and security standards required by Brazilian legislation. Microplastics are the result of the breakdown of all the plastic waste that makes its way into landfills and oceans. They are also manufactured intentionally, as microbeads used in skin care products.

This article is condensed from a CBC News/Radio-Canada report

Martin on our cover almost 20 years ago

of friend and enemy. He once said, “Google and Facebook are going to have to step up to the fact that our clients are not content with attributing a View for three seconds, with half the time the sound turned off.”

I will miss him, because he was so hands-on you never felt he was out of reach. Whenever I emailed him, he did not take him more than a few hours to repsond. That was how hands-on Sir Martin Sorrell was!

THE BIGGEST MARKETING SCAM OF ALL TIME? MICROPLASTICS FOUND IN 93% OF BOTTLED WATER TESTED IN GLOBAL STUDY

MSL EXPANDS FOOTPRINT WITH REBRANDING OF LEO BURNETT/

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AGENCY REBRANDING

ARC PR WORLDWIDE IN MALAYSIA AND INDONESIA

PUBLICIS One has announced the expansion of the MSL brand to Malaysia and Indonesia. This expansion will result in the rebranding of ARC PR Worldwide to MSL in Malaysia and Leo Burnett in Indonesia to MSL. This means the two additions will join other MSL offices in the Philippines, Singapore, Thailand and Vietnam in Southeast Asia, giving MSL the most complete and consistent network of whollyowned and branded PR agencies in the region. MSL’s PR operations in Malaysia and Indonesia will be part of Publicis One, the global communications enterprise that unites all of Publicis Groupe agency brands’ capabilities and expertise under one roof in a number of markets around the world. The unit, with more than 20 professionals, half of whom are social media experts, is led by Director of PR, Sharmila Ramanath who reports to Kien Eng Tan, CEO of Publicis One Malaysia. The broad PR offering includes corporate and crisis communications, influencer marketing, digital/social media strategy and execution, internal communications, media relations, media training, and advocacy. Alibaba Group, Samsung, Dutch Lady, Alcon, and YTL Land & Development are among the their key clients. “With the creative heritage of Leo Burnett, the Arc PR team has been transforming to provide more integrated solutions to deliver

“WITH THE CREATIVE HERITAGE OF LEO BURNETT, THE ARC PR TEAM HAS BEEN TRANSFORMING TO PROVIDE MORE INTEGRATED SOLUTIONS TO DELIVER POSITIVE IMPACT ON OUR CLIENTS’ BUSINESSES. NOW POWERED BY MSL, AN AWARD-WINNING INDUSTRY LEADER IN ASIA, WE ARE BETTER POSITIONED AS AN INTEGRATED COMMUNICATION POWERHOUSE...”

TAN KIEN ENG CEO - PUBLICIS ONE MALAYSIA

INTRODUCING MARCEL TO THE WORLD

positive impact on our clients’ businesses. Now powered by MSL, an award-winning industry leader in Asia, we are better positioned as an integrated communication powerhouse with all Publicis Groupe agencies together providing end-to-end, PR advisory and interdependent solutions to our clients,” said Kien. In Indonesia, Leo PR will rebrand to MSL. Industry veteran Eugene Laksono, Head of Public Relations, leads the PR unit in Jakarta reporting to Brian Capel, CEO of Publicis One in Indonesia. “MSL uniquely is the only PR network specifically within Publicis Groupe. We’ve had some brands like Arc PR or Leo Burnett that were operating but they were not a PR network. We built who we are today so that we can channel the best resources altogether in one network. Furthermore, we don’t have the competition that might exist in a holding company where there maybe 3 or 4 PR brands. I think we’re seeing the consolidation happening all around us but we are we are well ahead of the curve,” said MSL

L-R: Glenn Osaki President MSL Asia-Pac, Sharmila Ramanath PR Director, Tan Kien Eng CEO of Publicis One Malaysia

MSL Malaysia team with Sharmila Ramanath 4th from left and Glenn Osaki 5th from right

Asia-Pacific president Glenn Osaki to MARKETING. “The other thing that is unique about MSL that distinguishes us from other agencies is that we are built from the ground up. In the twelve to thirteen years I’ve been in the market, we’ve made 10 acquisitions of the best in class

agencies and we’ve rebranded 5 agencies that were part of our group and united them under the MSL umbrella. Exactly what we’re doing today in Malaysia. This allows us to have a much stronger local team because communications and influence start at a local level,” added Glen.

On 18 June 2018, Publicis Groupe will be launching their very first professional assistant platform. The platform known as Marcel will make its debut at the world’s leading event for technology and innovation, Viva Technology in Paris. Marcel will be powered by artificial intelligence and machine learning that will connect 80,000 employees across 200 disciplines in 30 countries. According to Publicis Groupe’s Chief Executive Officer Arthur Sadoun, all conference and marketing spend for entering awards were reallocated for one year to make Marcel a reality. Some of the key features of this AI-powered professional assistant include the ability for employees to apply to work on projects across the globe. Marcel can then use its matching engine to pair the right people with the rights skills and experiences on certain projects. It will also help agencies assemble the perfect teams for client work. “If one day Marcel is part of the executive team I am fine with that. It’s a means to an end and that end is better work,” said Arthur without ruling out the possibility that it could even succeed himself one day!

ISSUE 219/// MID-APRIL2018

07 ‘THE RISE OF THE

COVER STORY

TRADITIONAL AGENCY DISRUPTOR’ It’s been almost thirty days since the rebranding to ADA “analytics.data.advertising”*. Located at the highest level of Axiata Tower – the office is spacious and it’s not possible miss the scenic Kuala Lumpur view EVENTS CALENDAR 2018 23 MAY

STRATEGIC BRAND PLANNING BY SUTAPA BHATTACHARYA

AGENCY REBRANDING

03 MSL EXPANDS FOOTPRINT WITH REBRANDING OF LEO BURNETT/ARC PR WORLDWIDE IN MALAYSIA AND INDONESIA Publicis One has announced the expansion of the MSL brand to Malaysia and Indonesia. This expansion will result in the rebranding of ARC PR Worldwide to MSL in Malaysia and Leo Burnett in Indonesia to MSL. This means the two additions will join other MSL offices in the Philippines, Singapore, Thailand and Vietnam in Southeast Asia, giving MSL the most complete and consistent network of whollyowned and branded PR agencies in the region.... ONLINE FLUX

19 JULY

CUSTOMER- DRIVEN DIGITAL TRANSFORMATION CONFERENCE 30 JULY

AUGMENTED REALITY (AR) WORKSHOP BY MANU MENON 28 AUGUST

BEST OF GLOBAL DIGITAL MARKETING CONFERENCE 4 & 5 OCTOBER

MALAYSIAN CMO CONFERENCE & AWARDS

09

26 OCTOBER

DRAGONS OF MALAYSIA & ASIA AWARDS

THE ADVENTURES OF BRANDS ACROSS THE 8TH DIMENSION

7 DECEMBER

MC2 AWARDS - IDEAS OASIS EDITOR'S NOTE

Regional CEO Professor Harmandar Singh ham@adoimagazine.com Content Officer Reena Sekaran reena@adoimagazine.com Business Development Manager Jarrod Sunil Solomon jarrod@adoimagazine.com Art Director / Designer Chemical Ali ali@adoimagazine.com Senior Designer FY Tham wai@adoimagazine.com Events & Workshops Ruby Lim ruby@adoimagazine.com

THE MAN WHO CAME TO PERSONIFY ADVERTISING You either like him or are jealous… David Ogilvy famously called Sir Martin Sorrell an “odious little jerk”, although he later changed his mind, took a job at WPP and sang praises of him. Chris Ingram, former boss of media-buying group Tempus, once said he would rather “lick an abattoir floor” than work for Sorrell. So when the Chief Executive of WPP, the world’s largest advertising agency, resigned after 33 years with full retirement rights last month under investigation for an allegation of personal misconduct, the world came to a standstill...

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02 THE BIGGEST MARKETING SCAM OF ALL TIME?

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APPIES MALAYSIA 2018

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MARKETING SCAM

Web & Digital: Nurul Amira Ibrahim

46200 Petaling Jaya Selangor Darul Ehsan, Malaysia

As traditional creatives have fought against digital as a collection of media channels that is “less than” TV, radio, and print and corporations have struggled with how to best work with it in an effort to get closer to their audiences, they have all missed a tremendous opportunity to dimensionalize the brands with which they work. Today there are hundreds of billions of messages being sent back and forth through mobile apps every day. By mid-2017 there were over 180 million apps downloaded just from Apple’s iOS App Store and by 2021, the total number is expected to reach more than 352 billion per year from both Apple and the Google Play Store. In other words,..

02

Anything smaller than five millimetres in size (5,000 microns) is considered microplastic. The bottled water industry is estimated to be worth nearly USD200 billion a year, surpassing sugary sodas as the most popular beverage in many countries. But its perceived image of cleanliness and purity is being challenged by a global investigation that found the water tested is often contaminated with tiny particles of plastic...

TRENDS FROM MALAYSIAN BEST MARKETING CAMPAIGNS SHOW WHAT MARKETERS ARE FOCUSING ON. It was the biggest APPIE Malaysia Marketing Festival held so far. While the number of entries increased by 10%, the shortlist was smaller and the campaigns went through a rigorous judging process. The final winners truly deserved their victories as these awards were clearly mentally and physically challenging. As is the practice every year, only 10 Gold, 6 Silver and 1 Best Presenter trophies were... SHUT UP ABOUT ADVERTISING

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CREATIVE SURGE

IDEAS: NANDO’S TOPICAL CAMPAIGN STORY Nando’s. The brand that launched a thousand conversations on Facebook, commenting on everything from competitors, celebrities, sporting events, elections, internet trolls, tv shows and more. Some of you would probably be able to quote one or two ads. When Lee Chong Wei failed to clinch an important title, the work came out within hours: “Dato, you brought 28 million Malaysians together. That’s gold.” It was a defining moment for Malaysian pop culture. To find how it all started, I got in touch with the creative minds behind the work - Sa’ad Hussein and Joseph...

THE BEST PROPHET OF THE FUTURE IS THE PAST!

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The poet George Gordon, the Lord Byron said that. But, contrarywise, Henry Ford said, “History is bunk”. Well, read the following short unfolding of advertising life in London around 1977 and make up your own mind who is right, and who makes cars. The advertising industry in London, during the 1970’s was bonkers. Stories of mayhem and outrage and general silliness abound. In hindsight they all sound like amusing anecdotes; but back then, at the time it is not so certain that they were even mildly amusing! Sodom and Gomorrah would be hard pressed to compete. And should you feel that the truth is being elasticated, most of the facts hereinafter have been experienced...

‘THE RISE OF THE TRADITIONAL AGENCY DISRUPTOR’ INTEGRATED DIGITAL POWERHOUSE FUELED BY DATA!

It’s been almost thirty days since the rebranding to ADA “analytics.data.advertising”*. Located at the highest level of Axiata Tower – the office is spacious and it’s not possible miss the scenic Kuala Lumpur view. A quick post lunch chat with Srinivas Gattamneni, CEO of ADA and Dheeraj Raina, Managing Director of ADA Malaysia shares with us that 2018 will be a strong and fast paced year for ADA.

SRINIVAS GATTAMNENI CEO OF ADA

DHEERAJ RAINA

MANAGING DIRECTOR OF ADA MALAYSIA

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ISSUE220MID-APRIL2018

COVER STORY

From left: Eunice Ern, Sasha Indurjith, Choo Wern Kye, Ajithkumar , Rizwan

DHEERAJ RAINA:

... WITH THE BUILD OF XAct DMP, WE HAVE ALSO BEEN ABLE TO ERADICATE ISSUES WITH BRAND SAFETY AND VIEWABILITY...

From left: Christie Liew, Hubert Marchand, Eileen Khor, Joanne Mah, Ravi Singh, Faraz Khan

The integrated digital marketing business will unlock the full potential in digital through data science, technology and creative for brands and advertisers. These two leaders have a firm belief that data will drive all parts of the advertising value chain where we can 1. Break the silos between media and creative where marketing decision will be driven by data 2. Deliver data-driven creatives at 1/10th the cost 3. Drive outcomes by shifting the media risk to us and use data in value buying 4. Automate from media planning, creative creation to targeting to drive performance How has the journey been so far with the massive rebranding to ADA? SRINIVAS: We had a number of go-to-market brands previously, Adparlor, Adreach, Digital Reach – we have consolidated and rebranded them under one brand, ADA, to better position our data-driven offerings. Over the last 4 years we have built a formidable presence in digital advertising with over 180 digital advertising specialists, serving 400+ top advertisers across 8 countries. It is not a simple rollout for us, as we have to institutionalise the ADA brand in each market (8 countries in total – Bangladesh, Indonesia, Korea, Malaysia, Philippines, Singapore, Sri Lanka, Thailand).

From a market perspective, we have gotten some amazing feedback. Customers love how we’re bringing different propositions together to disrupt the traditional agency model. We have 3 main business lines with associated sub-brands: Digital agency: Data-driven media planning, consulting, creatives, research and insights Digital media: Technology platforms to extract maximum ROI on media spend Customer acquisition: Take on the full media risk and deliver new customers at scale In terms of the people, it is encouraging to see how many industry folks have embraced the new brand and what we stand for, especially on the analytics side. We have also suddenly seen an influx of people wanting to join us, across all markets.

OUR OWN SHAREHOLDERS LOVE IT. DHEERAJ: We rolled out the ADA identity in every market at the same time. But of course, different markets are at different levels of evolution when it comes to the sub-brands under ADA. For example markets like Malaysia, Indonesia and Thailand, is where our creative services/ Studio A are selling like hot cakes. But for certain emerging markets like Sri Lanka and Bangladesh, we are trying to build some interesting things around the whole media planning guidelines

(adaFutures), digital media spend forecasting (adaReach), etc. In different markets, we are seeing a different kind of needs and based on that, we are customising what is important for that market and prioritising that. Nonetheless, the rollout and availability of ADA’s offerings are across all our markets. Can you tell us more about ADA’s believe in data driving all parts of the advertising value chain? SRINIVAS: We have invested time and resources into determining how we can extract value of data for advertising. Hence, we build out first in the region telco-powered proprietary data

management platform (DMP), Xact. Today we have about 280 million unique devices monthly in one single place with over 200 attributes for each individual which enhances ad personalisation and targeting. On a monthly basis, we process over 50 billion records of data. These data sets comply with privacy laws and are legally safe as customer profiled information is anonymized. DHEERAJ: If you look at the issues our industry is grappling with right now, we have issues with viewability, bot traffic, brand safety. With XAct, we have a large audience base - which is a mix from 1st, 2nd and 3rd party data. Given the mix of all these

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COVER STORY

desk. We are launching our programmatic trading desk which will be powered by XAct. We believe this will be the first of its kind telco-powered trading desk in the market and in the entire region which will have dynamic creative optimisation and retargeting capabilities. All of these years, we have observed the gaps in the programmatic buying in the market and we want to plug that gap through this trading desk. Secondly, we have launched our online to offline attribution product. We believe that’s a very powerful product especially for industries like retail and telcos. We have piloted it in several markets and have seen amazing results. Now, we will be scaling

From left: Dheeraj Raina, Jo Fisher, Srinivas Gattamneni

elements, we have a strong verification on these audience segments. With the build of XAct DMP, we have also been able to eradicate issues with brand safety and viewability. We’ve have strict security protocols which have been put into place to avoid any data breaches. It is not an on-the-shelf DMP so the chances of it getting breached is absolutely minimal. In the next 3-5 years, we expect 90% of all marketing decisions to be data-driven. Hence, Xact is a catalyst to our delivery in ADA. We understand that talent has been one of the biggest challenges faced in the

industry, how are you addressing that? DHEERAJ: After the rebrand, we have seen an organic growth where people are attracted to work with us due to the relevant credentials of Axiata Digital - in terms of the digital businesses and portfolio companies which Axiata Digital has since inception in 2012. Placing all of our different go-to-market brands under one brand, ADA, has helped us in terms of creating that organic growth. Nevertheless, it is still challenging to find the right talent especially with the kind of disruption we want to bring into the market. Hence, all of our internal values support our goal of disrupting the traditional agency industry – being agile, and having data at the heart of everything we do. When hiring we look especially closely at whether the candidates’ personal values are aligned to our company values. As we continue to grow, we look into investing into our people through bite-size learnings, via digital channels, etc. This allows us to stay agile and relevant. SRINIVAS: One third of our employees today have come from an advertising industry, another one third of our people has worked with software engineering organisations and also academic research from a data science perspective. The last one third are joining us from digital companies who have done huge growth hacking in their own organisations. Hence we have a good blend of data geeks, growth hackers

as well as advertising men and women. Today, we are a team of over 180 digital specialists across our markets which includes a team of 40 engineers and data scientists. Where do you see the future of advertising heading? DHEERAJ: The way we look at the future of advertising and the reason why we are building these things at ADA is because we believe three things are going to be very critical going forward in advertising. Firstly, most of the advertising are going to be bought programmatically. Digital is almost programmatic in every sense. A number of television/ on-demand video players are already talking about selling television/ video inventory programmatically. Out-of-home (OOH) is plugging into programmatic. Radio is already programmatic, you can buy on Spotify or Astro radio stations programmatically. Print is the only one that is not programmatic yet, but as they are move towards digital assets it will made available programmatically. When everything goes programmatic, it doesn’t matter how much volume you can buy, it’s going to be how smart you are when you’re buying. Secondly, for a long time, digital marketing was not held accountable for the offline world. The future of marketing is going to be from online to offline attribution. This is why we are designing our ADA offerings to help advertisers connect dots from what activities happen

From left: Ravi Singh, Christie Liew (front), Eunice Ern (back), Dheeraj Raina, Eileen Khor, Hubert Marchand, Joanne Mah, Shyam Ravishankar, Faraz Khan

online and how these activities drive offline sales. Thirdly, most advertising and communications will be hyperpersonalised. It will be about understanding the consumer as that one persona and showing them content that is relevant or of interest to them. Irrelevant ads are an inefficiency in the advertising world and we want to remove that. The way we remove it is through our datadriven marketing process, where we help advertisers understand consumers through our DMP, then craft the creative big idea and finally buy media which consumers view most frequently. What is ADA planning for 2018? SRINIVAS: One of the things which we are focusing on this year is our programmatic trading

it up very soon and launching it into the market. Thirdly, we also have adaAcquire, a business where we guarantee outcome to advertisers while taking on the media risks. For example, commercial banks are interested in credit card registrations, etc., clients pay us only when we deliver on the registration. As a company, we believe in testing it first and then taking it out to the market. *Backstory: Axiata Digital recently announced the launch of ADA, an integrated digital marketing business unlocking brand potential in digital. They rebranded different go-tomarket brands (Adparlor, AdReach, Digital Reach) to ADA to provide data science, technology, and creative offerings for brands and businesses across Asia.

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CREATIVE SURGE

IDEAS:

NANDO’S TOPICAL CAMPAIGN STORY

NANDO’S. The brand that launched a thousand conversations on Facebook, commenting on everything from competitors, celebrities, sporting events, elections, internet trolls, tv shows and more. Some of you would probably be able to quote one or two ads. When Lee Chong Wei failed to clinch an important title, the work came out within hours: “Dato, you brought 28 million Malaysians together. That’s gold.” It was a defining moment for Malaysian pop culture. To find how it all started, I got in touch with the creative minds behind the work - Sa’ad Hussein and Joseph Anthony, former ECD and CD at Creative Juice Malaysia. This is the story of the work that led to Nando’s topical social media campaign. OBJECTIVE “Sil Ad (before it became Creative Juice) won the account in 2001,” says Sa’ad. I reached out and congratulated him. A small shop winning a major fast food account is pretty impressive. What great work came out of the hatchery then, I asked. “Nothing. We lost it after two months. Happily, we got it back 10 years later.” Mentally, I make a note to associate ‘Persistency’ or maybe ‘Slow and lackadaisical’ with this man. I can’t decide which one. “Second time’s a charm,”

EVERYONE’S COMPLAINT DEPARTMENT:

300 JOBS

There are certain periods in agency life when you don’t have a life. It takes a lot of time and energy to create something of value from nothing. You go at it till your head hurts, your eyes pop and your energy level is negative something. You’re irritable, your muscles stiffens from stress and you feel like murdering people as you anxiously wait for that moment when a big idea reveals itself. We call it the ‘babing’ moment. A phrase used by Dustin Hoffman to describe the moment an actor gets his role right and create cinematic history. These are the magic moments we live for. But for this to happen, we need ‘simmering’ time. And here lies the biggest problem; there’s never enough of it. We need the sort of time that allow us to stare idly at soapy water going down the sinkhole or to walk the streets

and look at things with no apparent purpose because these seemingly unimportant moments are the keys that unlock that vault of ideas that materializes when you least expect it. Soon, you’re punching the air like a mad man and going ‘yes, yes, yes!’ But idle moments are a luxury and what we deal with is no secret - the volume of work, the quality of briefs, some of which can give you cancer, shifting goal posts coming from too many people with no authority to approve work but are given the chance to comment and half the time we fight over really petty and insignificant things and our self-worth falls to the level of an intestinal worm thing. Somehow, someway, we still manage to pull through. We meet the vast majority of deadlines. And miss a

says Joseph. “Every brand wants to connect with their audience. We wanted to do more than that. We wanted to revolutionise the F&B category with controversial, tongue-in-cheek and witty campaigns focusing on local and topical insights.” CHALLENGE “How can we make a South African brand relevant to everyday Malaysians?” Joseph rubs his chin. “The rakyat, myself included, can probably only remember one or two things about South Africa: Nelson Mandela and apartheid. Maybe that rugby film with Matt Damon.” TRUTH “To reinforce the South African-ness of the brand, we created a South African general,” explains Sa’ad. “His name was General Kenako.” Uh, short for ‘kena korang’? “No, I think it means break free in Afrikaans. That was so many years ago.” “General Kenako had one job,” enthuses Joseph. “To start a peri-volution in Malaysia. After all, too many Malaysians have suffered the bland and the unhealthy for far too long. We did a whole campaign. One print ad read: ‘Our General can beat your Colonel’.” Of course. What could possibly go wrong? “The campaign was yanked within 3 months. It was short-lived but very successful. We also learnt one thing: Keep it local.”

SOLUTION “Rejections make us stronger. And want to fight harder!” I could almost see Sa’ad waving his fist in the air. “Following this, the client asked us to do a billboard campaign across Malaysia.” “We were convinced that being local and being Malaysian is key. To that end, we had billboards with many different lines- each specially written for audiences in the billboard’s location.” “The one on Federal highway read, ‘No Speeding. Peri-Peri Chicken is best enjoyed slow’. In Petaling Street, a place famous for imitation goods, we had ‘PeriPeri Chicken. The only thing you can’t fake in Petaling Street’.” “But our most famous billboard,” says Joseph, “Is the one in Jalan Bukit Bintang: ‘Di sini banyak ayam.’ I guess those who knew what it meant gave it a nod and a wink.” “‘Di sini banyak ayam’ was rejected many times,” says Sa’ad. “We kept pushing and pushing until the clients finally relented. I think they just got fed up with us.” “In 2012, a piece of news was making the rounds on social media- an employee from a fast food restaurant had a disagreement with a customer which escalated into physical assault,” says Joseph. “This led to our first online topical ad, ‘We’re good at punchlines, not punches’.” “The work went up around

few. But the job keeps coming. And when it does, we bite the bullet and hope and dream for a respite so we have the time to pursue the sort of work that really matters, both to the audience and to the soul. And while that’s all good, perhaps we’ve forgotten to ask one fundamental question: Does the work we’re asked to do matter? Is it reflective of the change in society? Would it make an impact in people’s lives? Perhaps if we figured this out, we can separate what seems urgent from what is actually important. Then the quantity of work will be replaced by the quality of work. And those are the sort of work that enriches lives, not disrupts them. Yeah, that’s the stuff that matters in the end.

The ‘Everyone’s Complaint Department’ series of comic strips began as random doodles and reflection pieces of Alvin Teoh, ECD of NagaDDB Tribal. These little stories were originally posted on Facebook and are an ongoing tribute to life in Adland.

lunchtime. Within an hour, the brand had become an online sensation. Nando’s fan base soared as more and more people liked the post. More importantly, people were crowding at the restaurants. I remember friends telling me they couldn’t even get a table!” “Social media was all the rage then,” says Sa’ad. “For the next 4 years we hijacked topical news- local and foreign. Other brands started to follow what Nando’s was doing. And every time new business came to our office, clients would say, “We love what you did for Nando’s. Can you make us like Nando’s?” Touch the heart and you satisfy the stomach. The rest, as they say, is written in social media history.

Edward Ong is on a quest to discover and create Malaysia’s best ideas. He is an award-winning Writer and Creative Director, and can be found at IdeasAreBorderless.com

MARKETING MAGAZINE ISSUE220END-APRIL2018

THE ADVENTURES OF BRANDS ACROSS THE 8TH DIMENSION

9 ONLINE FLUX

IN NOW AVAILABLE IN

AS traditional creatives have fought against digital as a collection of media channels that is “less than” TV, radio, and print and corporations have struggled with how to best work with it in an effort to get closer to their audiences, they have all missed a tremendous opportunity to dimensionalize the brands with which they work. Today there are hundreds of billions of messages being sent back and forth through mobile apps every day. By mid-2017 there were over 180 million apps downloaded just from Apple’s iOS App Store and by 2021, the total number is expected to reach more than 352 billion per year from both Apple and the Google Play Store. In other words, there is an increasing hunger to communicate in this manner from the people agencies and advertisers are trying to figure out how to reach. Of course, it’s not simply a matter of creating yet-anotherapp and imploring folks to add it to their unwieldy collections on their mobile devices – most of which are never opened a second time. The idea is to work with already popular communication programs like Facebook’s WhatsApp, with its billion active users who send over 60 billion messages per day, or Facebook Messenger (despite the negative press it received due to founder Mark Zuckerberg’s testimony to the US Congress in April) because it now has a plugin that allows businesses to speak directly to their customers. And speak they do: 2 billion+ times a month as of the end of last year. Add to these the growing popularity of chatbots, which are computer programs that emulate a human’s conversational tone in order to communicate with real people and answer their questions or customer service concerns, and their more advanced cousins: virtual

for developing a strong brand platform. The result has been an Internet filled with advertisers that look the same (hello WordPress templates), sound the same, and offer the same tired options for exploring benefits. The time has come (and gone and come ’round again and again) for the peanut butter and the chocolate to get together for the benefit of the consumers. “Hey, you got your brand expertise in my mobile app!” “You got your app in my brand!” And… scene. Copywriters need to work with brand touchstones that will enable key messages to come to the forefront while helping establish a character that perfectly represents the advertiser. The brand can finally have a space where it can seemingly finally really live and interact with people one-on-one on their level and in a manner that sets it apart from every other brand. We always talk about the notion of, “If your brand were a person, what would it be like?” Now we have the technology, the platform, and the desire from customers to make that happen so everyone can be best served. Not only can the voice be an authentic representation of the company, but digital also allows for demonstrations of and information about what the brand offers to be uniquely and creatively presented. It’s time to run our creativity and knowledge through the Internet and finally bring them to life.

intelligent personal assistants such as Siri, Alexa, and Cortana, and we have a growing ecosystem that is changing the expectations of the online population at large. But we also have the aforementioned opportunity to bring brands to life with personalities as unique as the ones possessed by each member

of their target audiences and form fairly real relationships that are memorable, appreciated, and maybe even enjoyed. While so-called traditional advertising professionals have eschewed digital, their more online savvy counterparts haven’t been the best at understanding the principles and techniques

Josh Sklar, President of Heresy, author of “Digital Doesn’t Matter (and other advertising heresies)” josh@heresy.co, @chiefheretic, http://heresy.agency

OVER 200 SELECTED

BOOKSTORES ACROSS

THE KLANG VALLEY.

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ISSUE220END-APRIL2018

APPIES 2018

TRENDS FROM MALAYSIAN BEST MARKETING CAMPAIGNS SHOW WHAT MARKETERS ARE FOCUSING ON. APPIES

DGES

2018 BA

Judges on first day of APPIES Malaysia 2018

D I FOUNNESS! APPIE

It was the biggest APPIE Malaysia Marketing Festival held so far. While the number of entries increased by 10%, the shortlist was smaller and the campaigns went through a rigorous judging process. The final winners truly deserved their victories as these awards were clearly mentally and physically challenging. As is the practice every year, only 10 Gold, 6 Silver and 1 Best Presenter trophies were given out. With a stellar judging panel comprising of top marketers and inspiring speakers the two-day festival was truly focused on the campaigns and how they excelled. All presenters followed an interactive ‘4-6-10’ format. This meant that each of the 44 marketing campaigns selected began with a 4-minute video summarising the campaign, followed by a live 6-minute exposition of the campaign’s key highlights by the brand’s marketers and campaign creators. After this, came the 10-minute Q&A session where the presenters fielded questions about their campaigns from the judges and audience members. Audience members could be seen furiously scribbling onto their notepads and exchanging opinions with every campaign that was presented on stage. And true to the APPIES concept of “Sharing is Learning”, the audience shuttled between presentation halls following case study presentations that interested them the most. ENTRANT

Students from Saito, INTI and UPSI were invited to learn from the presentations too, as nowhere in Malaysia was there an opportunity to learn from the best local marketing case studies and have them presented and explained in person. This year’s Gold winners were Naga DDB Tribal for Wonda Coffee and KFC, MullenLowe for Domino’s; Dentsu LHS for Wonda Coffee Day; Astro for Nivea, Entropia for Nippon and Grab, M&C Saatchi for Malaysia Airlines, Astro for Nivea, and APD for Anchor Twist. Astro’s Kazmal Kamal won Best Presenter for the way he articulated his case on “Turn Nivea into a K-drama star!”. Professor Harmandar Singh, APPIES Malaysia President & Regional Publisher of MARKETING said, “A total of 10 Gold, 6 Silver and 1 Best Presenter trophies were awarded from the 44 shortlisted campaigns presented over two days.” Chief Judge Adam Wee Abdullah, Group CMO of CIMB Banking Group reiterated, “Clarity in the Objective statement is fundamental. If this is not clear, the solutions will not be clear as well. It is also important to juxtapose the expected outcome against the Objective statement so you can gauge if the strategies are aligned. It’s a bit like looking through the scope of a sniper’s rifle.”

YOU E M MAKEPIE AP

orry W t ’ n Do IE Be APP

E I P P A YS DA

Day Two judges for APPIES Malaysia 2018

Here is the winners table by metal tally: GOLD

SILVER

Nage DDB Tribal

2

1

Entropia

2

1

M&C Saatchi

1

2

APD Group

1

Astro

1

Dentsu LHS

1

MullenLowe

1

PruBSN

1

IPG Mediabrands

1

BBDO

1

MullenLowe took home Gold for their work with Domino’s.

The Etika team in award-winning mood

Prudential Assurance Malaysia Berhad won Silver for their campaign “Proud Supporter of Dreams” ISSUE220END-APRIL2018

11 APPIES 2018

Astro clinched two awards, Gold for their Nivea campaign and Best Presenter award to Kazmal Kamal (below centre, and right pix)

BBDO Malaysia won a silver for Fernleaf’s “Goodness Feeds Greatness” campaign

Naga DDB Tribal wins Gold with “Stay Strong” for Wonda Coffee

Etika flashing their golden smilesTeam

APPIES Malaysia team centrestage

M&C Saatchi scores Gold for Malaysia Airlines campaign “Raya Around The World 2017”

2 018

12

ISSUE220END-APRIL2018

APPIES 2018

GOLD CAMPAIGN

Campaign Title Raya Around The World 2017

“

IT WAS GREAT TO SEE A HOST OF NEW ENTRANTS AT THIS YEARS APPIES AND FRESH, INNOVATIVE AND CREATIVE APPROACHES TO MARKETING CHALLENGES BEING ADOPTED BY MANY ENTRANTS. IT WAS ALSO GOOD TO SEE SOME ENTRIES INTRODUCING THE USE OF DATA ANALYTICS TO PROVIDE CUSTOMER INSIGHTS AND DRIVE MARKETING DECISIONS TOGETHER WITH THE INTEGRATION OF NEW TECHNOLOGIES

”

PHILIP WHITTAKER CEO & COO INTEGRATED THEMED PARKS & ATTRACTIONS THEMED ATTRACTIONS RESORTS & HOTELS

Campaign Title Nippon Paint Child Wellness

Campaign Title PruBSN Anugerah - Sentiasa Disisimu

Campaign Title Grab Drivers Acquisition

Campaign Title Turn Nivea into a K-drama star!

Campaign Title Anchor Twist

Campaign Title International Wonda Coffee Day

“

APPIES IS A HIGHLY UNIQUE CONCEPT THAT CAN BE IMMENSELY INSPIRING AND POWERFUL. THIS WAS CLEARLY EVIDENT IN THE MALAYSIAN EDITION IN 2018. THE BEST EXAMPLES DEMONSTRATE HOW DECISIVE GOAL SETTING, SHARP THINKING AND MEASURED RESULTS, COMBINED WITH PASSIONATE PROJECT OWNERS CAN WIN OVER NOT JUST THE CONSUMING PUBLIC BUT THE JUDGES. THAT SAID, IT’S REALLY CRITICAL TO CONTINUE TO LEVEL UP, KEEPING STANDARDS SUPER HIGH. JUDGES AND ORGANISERS NEED TO SET EXPECTATIONS ON WHAT A WINNER WILL LOOK LIKE. AND LIVE UP TO THAT STANDARD WITH QUESTIONS, FEEDBACK. THIS ALLOWS FOR MORE FOCUSED SUBMISSIONS AND PRESENTERS CAN BE ALL ABOUT QUALITY MORE THAN QUANTITY IN THEIR ARGUMENTS. (BIG BRAND PROJECTS ARE LESS LIKELY TO WIN THAN QUANTIFIABLE, SMART CAMPAIGNS). PARTICIPANTS NEED TO KNOW THAT THEY ARE NOT ONLY ENCOURAGED BUT NEARLY EXPECTED TO CRITIQUE, PROBE, CLARIFY SO THEY CAN GET REALLY SPECIFIC LESSONS THEY CAN TAKE AWAY. PERSONALLY, THE APPIES AS A CONCEPT CAN BE THE AUTHORITY FOR SPARKING CONVERSATIONS, SHOWCASING AND LEARNING ON THE TOPIC OF MARKETING. IT NEEDS ALL OF US TO PITCH IN, TO GET IT THERE.

”

TAI KAM LEONG HEAD OF BRANDING & PARTNERSHIPS MAXIS

Campaign Title Domino’s Cheese Tarik

“

“

MICHELLE NUNIS MARKETING DIRECTOR CAMPBELL SOUP MALAYSIA

ZALMAN AEFENDY ZAINAL ABIDIN CHIEF MARKETING & COMMUNICATIONS OFFICER HONG LEONG BANK BERHAD

MY FIRST EXPERIENCE AS AN APPIES JUDGE WAS INSIGHTFUL AS I HAD A FRONT ROW EXPERIENCE OF THE CURRENT CALIBRE OF OUR MARKETING FRATERNITY AS WELL AS FORESIGHT INTO HOW AS A MARKETING FRATERNITY WE ARE TRANSFORMING TO BE RELEVANT TO THE CHANGING CONSUMER NEEDS AND MEDIA CONSUMPTION LANDSCAPE.

”

“

IT WAS A PLEASURE TO BE A JURY AT APPIES MALAYSIA AS I GOT TO CONTRIBUTE FROM MY EXPERIENCE TO THE MARKETING FRATERNITY AS WELL AS LEARN FROM THEM ACROSS DIFFERENT INDUSTRY POINTS OF VIEWS. SINCE THIS IS MY FIRST TIME AT APPIES, I FIND THAT IT ACTUALLY IS ONE OF THE TOUGHEST AWARDS TO WIN BECAUSE PARTICIPANTS NOT ONLY HAVE TO PERFECT THEIR PRESENTATION SKILLS BUT GET GRILLED BY VERY ASTUTE JUDGES AND AUDIENCE. THIS TOUGHNESS IS WHAT UPLEVELS AND CHALLENGES THE MARKETERS TO IMPROVE THEIR GAME. SO I WOULD RECOMMEND ANY MARKETERS TO GO THROUGH THIS ACID TEST AT APPIES MALAYSIA.

IRIS CHANG COUNTRY MARKETING HEAD GRAB MALAYSIA

“

”

IT’S AN AMAZING EVENT! YOU GET TO LEARN AND UNDERSTAND FROM DIFFERENT PERSPECTIVES. IT’S A MUST-GO EVENT OF THE YEAR!

DANNY CHIN CHIEF MARKETING OFFICER REDONE NETWORK

”

“

GREAT PARTNERSHIP: LOVE TO SEE HOW THE AGENCY AND CLIENTS WERE EQUALLY PASSIONATE ABOUT THE CAMPAIGNS WHEN DELIVERING THEIR CASE TO THE AUDIENCE. A GREAT WAY TO FOSTER GREATER PARTNERSHIPS BETWEEN THE TWO PARTIES IN DEVELOPING AND PUSHING EACH OTHER’S BOUNDARIES TO EXCEL IN CAMPAIGNS THAT WORK EFFECTIVELY. GREAT LEARNING PLATFORM: FOR THE AGENCY AND MARKETING PROFESSIONAL, IT SERVES AS A GREAT FORUM TO GAIN INSIGHTFUL KNOWLEDGE AS TO HOW TO PITCH A CAMPAIGN IDEA TO GET A CONVINCING BUY IN. WHILE AT THE SAME TIME BEING ABLE TO EXPOSE SOME OF THE FINEST CREATIVE CAMPAIGNS IN THE COUNTRY TO SPARK A NEW GENERATION OF GREAT CREATIVITY.

”

ABDUL SANI ABDUL MURAD GROUP CHIEF MARKETING OFFICER RHB BANKING GROUP

IT WAS AN AWESOME EXPERIENCE TO MEET WITH SO MANY MARKETING PROFESSIONALS FROM SUCH DIVERSE BACKGROUNDS AND EXCHANGE IDEAS.

”

“

THE QUALITY OF THE CASE STUDIES SHARED WAS IMPRESSIVE. THE APPIES IS A REMARKABLE PLATFORM FOR MARKETERS TO GET A FAIR INSIGHT ON SOME OF THE MOST SUCCESSFUL CAMPAIGNS IN THE COUNTRY.

”

REMA CHETTY MARKETING & PR DIRECTOR VOLVO CAR MALAYSIA

ISSUE220END-APRIL2018

“

THE APPIES CONTINUES TO SEE ENCOURAGING PARTICIPATION OF BRANDS IN MALAYSIA AND EACH YEAR THE JUDGING BECOMES MORE AND MORE CHALLENGING AS BRANDS ARE FACED WITH MANY CONSIDERATIONS IN THE MARKET AND BY COMPETITORS. YET IT IS THESE TIMES THAT GREAT BRANDS STAND UP TO THE TEST AND PERFORM WELL AMONGST OTHERS. I AM ENCOURAGED BY THE CONTINUOUS EFFORTS BY MARKETERS AND THEIR AGENCY COUNTERPARTS TO LEVERAGE INSIGHTS AND MAKING THEM THEIR COMPETITIVE EDGE. CONGRATULATIONS TO ALL PARTICIPANTS, FINALISTS AND WINNERS.

”

LAI SHU WEI VP, MASS MARKET, MARKETING & OPERATIONS TELEKOM MALAYSIA

“

IT’S AN AWARDS SHOW LIKE NO OTHER. A GREAT PLATFORM FOR PEOPLE TO LEARN AND SHARE! IN FACT IT’S ONE OF THE ONLY PLATFORMS FOR INDIVIDUALS TO SHOWCASE THEIR WORK TO INDUSTRY LEADERS AND SHINE OUTSIDE OF THEIR OWN WORKPLACE AND COMFORT ZONE.

”

SANTHARUBAN THURAI SUNDARAM VICE PRESIDENT, MARKETING ETIKA HOLDINGS

“

THE APPIES PROVIDED THE PLATFORM FOR THE INDUSTRY TO PRESENT THEIR WORK AND CHALLENGED BY THE CLIENTS. I HAD THE OPPORTUNITY TO LEARN AND GATHER KNOWLEDGE FROM THE INDUSTRY, ON CURRENT TRENDS FOR A GREAT MARKETING CAMPAIGNS. APPIES ALSO PROVIDES EXCELLENT PLATFORMS FOR MARKETERS TO EXCHANGE IDEAS AND EXPERIENCES WITHIN THE INDUSTRY.”

13 APPIES 2018

Campaign Title Stay Strong

”

KHAIRUL HISHAM HEAD OF BRAND STRATEGY & PERFORMANCE PETRONAS

“

APPIES IS A FANTASTIC PLATFORM FOR MARKETERS TO SHOWCASE THEIR PROUDEST EFFORT. THE BIGGEST OPPORTUNITY IS TO GAIN LEARNING FROM THE Q&A SESSIONS AND IT SHOULD NOT BE LIMITED TO THE PANEL JUDGES. I ENJOYED LISTENING TO EVERY CASE STUDY AND MOST IMPORTANTLY, THE NETWORKING THAT HAPPENED IN BETWEEN.

Campaign Title Made For The Bold

SILVER CAMPAIGN

”

Campaign Title Celcom Lagenda 5 Sekawan Series

BEN MAHMUD HEAD OF RETAIL MARKETING SHELL MALAYSIA TRADING

“

THE REASON WHY THE APPIES MALAYSIA IS AROUND IS SO THAT WE CAN CONTINUOUSLY CHALLENGE AND PUSH OURSELVES TO EXCEL BEYOND. PLUS YOU REALLY NEED TO THINK OF YOUR MARKETING CHALLENGES AS CASE STUDIES.

Campaign Title From Stickers to Consumer Stickiness: How U Mobile Launched the Unlimited HERO Postpaid P78 Plan

”

ADAM WEE ABDULLAH, GROUP CHIEF MARKETING OFFICER & GROUP CHIEF CUSTOMER EXPERIENCE OFFICER OF CIMB AND CHIEF JUDGE FOR APPIES MALAYSIA 2018.

Campaign Title Boost It’s Raining Angpows

GOLD WINNERS CAMPAIGN TITLE BRAND Stay Strong Wonda Coffee Made For The Bold KFC Nippon Paint Child Wellness Nippon Paint Grab Drivers Acquisition Grab Malaysia PruBSN Anugerah - Sentiasa Disisimu PruBSN Anugerah Raya Around The World 2017 Malaysia Airlines Turn Nivea into a K-drama star! Nivea Anchor Twist Anchor Dairy International Wonda Coffee Day Wonda Coffee Domino’s Cheese Tarik Dommal Food Services SILVER WINNERS CAMPAIGN TITLE BRAND Celcom Lagenda 5 Sekawan Series Celcom Axiata Boost It’s Raining Angpows Boost E-Wallet Dairy Champ “Mestilah” Launch Campaign Dairy Champ From Stickers to Consumer Stickiness: U Mobile How U Mobile Launched the Unlimited HERO Postpaid P78 Plan Proud Supporter of Dreams Prudential Assurance Malaysia Berhad Goodness Feeds Greatness Fernleaf

AGENCY Naga DDB Tribal Naga DDB Tribal Entropia Entropia Dreamteam Studio & Mastermind Group M&C Saatchi Astro APD Group Dentsu LHS MullenLowe

CATEGORY Food & Beverage Food & Beverage Consumer Services Consumer Services Consumer Services

Campaign Title Proud Supporter of Dreams

Consumer Services Consumer Services Food & Beverage Food & Beverage Food & Beverage

AGENCY M&C Saatchi M&C Saatchi Entropia Dentsu LHS IPG Mediabrands

CATEGORY Consumer Services Consumer Services Food & Beverage

Naga DDB BBDO Malaysia

Consumer Services Food & Beverage

Campaign Title Goodness Feeds Greatness

Consumer Services Campaign Title Dairy Champ “Mestilah” Launch Campaign

14

ISSUE220END-APRIL2018

SHUT UP ABOUT ADVERTISING!

THE poet George Gordon, the Lord Byron said that. But, contrary-wise, Henry Ford said, “History is bunk”. Well, read the following short unfolding of advertising life in London around 1977 and make up your own mind who is right, and who makes cars. The advertising industry in London, during the 1970’s was bonkers. Stories of mayhem and outrage and general silliness abound. In hindsight they all sound like amusing anecdotes; but back then, at the time it is not so certain that they were even mildly amusing! Sodom and Gomorrah would be hard pressed to compete. And should you feel that the truth is being elasticated, most of the facts hereinafter have been experienced at miserable first-hand and are broadly the truth, the whole truth and nothing but. To begin, it can be certified that many advertising folks would be parked, ragged and shaking on the doorstep of their local west-end boozer at 10.45 in the morning, waiting impatiently for the doors to be flung wide. It should be stated that the strict government ordained opening hours of 11.00AM-3.00PM and 5.30PM – 10.30PM (11.00PM on Friday and Saturday) were there for a good reason. Drinking would commence immediately at 11.00AM with maybe a small beer but then large whiskeys or gins or vodkas would rule for the rest of the day. Lunch would be skipped, or maybe a cursory packet of crisps would be munched down. Vast quantities of cigarettes were puffed; French brands; Gauloises or Gitanes, ‘la préférence’. Generating an atmos so dense that today’s secondhand smoke brigade would be apoplectic. Even during the two and a half hour cooling off period between 3.00 and 5.30. someone could be rusted up with membership to a private Soho drinking club so that the boozing could continue unabated and undisturbed by matters legal. (This was not, of course ideal as the price of drinks was at the discretion of the management and would thus be stratospheric). So, on the chime of 5.30 everyone vamoosed back to the pub tout-suite, where the landlord waited in grinning expectation and avaricious open arms. And many a landlord, despite conspicuous signage to the contrary, announcing in no uncertain terms, “please do not ask for credit as refusal often offends”, would gladly cash personal cheques. Rarely, if ever, did these cheques ‘bounce’ and, more’s to the point, the money simply went straight back into the till (or as some people would colourfully relate, the

THE BEST PROPHET OF THE FUTURE IS THE PAST!

Ad Legends of the past

money was unceremoniously, ‘pissed up against the wall’). And it’s important to add that, remarkably, a great many marketing officers from the advertisers; those supposedly sober clients of the agencies, would join in. It also can be confirmed that members from the CID at Vine Street Police Station would also stumble in; those fine policemen protectors of law and order were known to stand on the bar and wee on the unsuspecting, and possible partly comatose, patrons. Altogether, jolly good fun. Mindbogglingly, after all that, folks would still be able to walk in a relatively straight line back to the railway station, like a ‘homing zombie’, and catch a late train back to the suburbs. Then find their way back onto the doorstep of the pub the very next morning bragging about just how

many brain cells had burst and died during the night; Oh yes, they proudly wore their excesses like medals. Now at Christmas time madness turned into full-blown and uncontrollable lunacy. At this time of good will to all men there were more parties than the grand old city could comfortably accommodate. There were so many printers, artists, film production companies; all the folks to whom the advertising agency crowd were clients, all of whom wanting to proffer ‘liquid thanks-yous’ for assignments awarded, that all the pre-Christmas evenings were taken up. There were tales of advertising guys hiring taxis for the whole night, with the single purpose of transporting them from party to party only to be finally borne home around the

witching hour, or even later, in a drooling, gooey and blobular mess. And ultimately, when all the evenings were taken up, there were lunch-time parties, until they were also taken up and the grateful ones were forced to throw breakfast parties! So, by 11.00 AM half the advertising people in London were quite possibly ‘pissed as farts’; wandering up and down Regent’s Street with pockets stuffed with gifts for the family and bulging with hastily signed credit card slips. Still to this day, with a brand of decadence and indulgence that makes Mad Men seem like the Women’s Institute, it is a total and mind-numbing mystery as to how any actual work was done. Yet some of the best and greatest advertising in British history was done during this period. Campaigns of

extraordinary smartness done for brands like Heineken, Fiat, Olympus, Benson & Hedges, Bird’s Eye, Milk marketing, British Rail and British Airways. All received the best and most creative advertising they had ever had; both before and since. People genuflected to the names of agencies such a; Collett, Dickenson and Pearce, Ogilvy and Mather, Masius Wynne-Williams, J Walter Thompson, Saatchi and Saatchi. Creative individuals were deeply venerated; Jeremy Bulmore, Steven King (a different one), Ronnie Kirkwood, Sam Rothenstein, John Webster, David Abbott, John Salmon, Barry Day. What was going on exactly? Certainly, those days cash was not held tightly in the scrawny fingers of CFOs, there was a sincere and intrinsic belief in advertising’s effectiveness and thus, its consequent necessity. There was, despite the preceding tales of hunnish behaviour, deep respect for the profession. While deadlines were also very reasonable, legend has it that some of the best ideas came on the spur of the moment. Who knows, maybe it was precisely because they were so completely soused they were purged of any thoughts of ridicule or admonishment for voicing the bizarre, new or ridiculous, enabling them to come up with these stupendous wild flights of imagination. Or then again, maybe they were just fucking brilliant!

Paul Loosley is an English person who lived in Asia for 38 years, 12 as a Creative Director, 20 making TV commercials. And in recent years, a brand consultant. And still, for some strange reason, he can’t shut-up about advertising. Any feedback; mail p.loosley@gmail.com (please keep it prophetic)

Note: Paul is currently writing a biography about a guy called Ham.

ISSUE220END-APRIL2018

HOW TO WIN

VOTES

WITH Malaysia’s 14th General Election just around the corner, it’s a perfect time to relook at how political parties are using social media to influence how we vote. In an earlier article, we explored how they utilised social media to listen, segment, connect, build personal brands, battle misinformation and engage the next generation of voters. Back in 2017, BN and its party leaders held 78% and 77% of online Share of Voice, according to social listening tool Digimind. In January, Politweet attempted to predict the outcome of seat distribution in Peninsular Malaysia using a combination of polling and twitter data. They forecasted that “in a straight fight against BN, PH can By Chris Greenough, CMO & Co-Founder, HYPERLAB form the Federal government with a 5-point swing of support leading to a win of 115 seats. However a slim margin of 3 seats (112 seats is the minimum required) would not be enough for a stable government.â€? They concluded that PAS dissolving from the opposition would most likely benefit BN and create a “3-corner fightâ€? between the parties. However, that was in January and a lot has changed. Since then, the Malaysian political landscape has exploded with new players and uniquely Malaysian drama that have shifted the conversation on social media. The most outstanding of which has been the overwhelming support of citizens to support fellow citizens to #PulangMengundi and #jombalikundi which raised thousands of ringgit to help Malaysians balik kampung and vote on May 9th. According to Digimind, these citizen created hashtags far out measure any government initiated ones, such as #umno and #bajet2018. Overall, there has been a 2.7X increase in engagement with political content, compared to last year. However on a deeper inspection, this can be attributed to the large increase in paid interactions. We had reported earlier that Opposition parties had promoted Facebook posts, garnering over 2X paid interactions. Not to be outdone, in 2018 according to Socialbakers, BN parties increased the amount of paid interactions per month by over 100X just to meet the level of opposition paid engagement. However, this strategy may not be working for political parties as the interactions that they are reflected by Invoke Malaysia accounting for time, Malaysians getting aren’t all positive. Since whose data-driven campaign 2017, the sentiment of Malaysian have expressed 4X more Angry analysis and founder, Rafizi Reactions, where the majority voters has changed and perhaps Ramli, predicted that “support of it has occured on BN and unsurprisingly, reactions to [for the opposition] had been MCA posts. This correlates with political content have become increasing steadily each month Digimind sentiment data that more polarised. since December. He noted what indicates an 8% increase in According to Socialbakers, was more significant in the same negative sentiment around BN in the distribution of reactions three months was the decline relation to 2017. has increased the most in both of Malay support for BN by 6% These tidal shifts are further Love đ&#x;˜? and Anger đ&#x;˜Ą. When

& INFLUENCE PEOPLE USING SOCIAL MEDIA 2

a month since December from 41.1% to 28.5%.� In line with this this, Digimind data shows UMNO’s Share-ofVoice has declined from 64% in 2017 to 46% in the first four months of 2018. This was due to an increased Share-of-Voice for opposition parties such as DAP and PKR.

15

GENERAL ELECTIONS

... DIGIMIND DATA SHOWS UMNO’S SHARE-OF-VOICE HAS DECLINED FROM 64% IN 2017 TO 46% IN THE FIRST FOUR MONTHS OF 2018. THIS WAS DUE TO AN INCREASED SHARE-OF-VOICE ON OPPOSITION PARTIES SUCH AS DAP AND PKR...

Muddying a clear picture of this data however is the recent onslaught of Twitter bots, which have flooded Twitter “with tens of thousands of pro-government and anti-opposition messages,� according to Reuters. Ahmad Maslan, the information technology bureau chairman of Prime Minister Najib Razak’s United Malays National Organisation (UMNO), has claimed he did not know who was behind the bot activity and that it was not his team. Oliver Woods, Director of Red2 Digital and active monitor of the Malaysia election summarizes both sides election strategies: “Firstly, the opposition leverages the Mahathir factor at a national level, amplified via social media and state issues via messaging apps. Nationally, Mahathir and his team have implemented a best-in-class strategy across social platforms that tugs at the heart strings and plays to a deep vein of concern around Malaysia’s direction. In response, we’ve seen Barisan National and their component parties skilfully use digital to attack Mahathir - not just PM Najib but also Abdul Rahman Dahlan, Khairy Jamaluddin and Eric See-To. These BN figures have sowed serious doubts in the minds of many, particularly in rural and provincial areas, of the true motives behind the opposition.� At Social Media Week 2013, Najib aptly described social media like “running on a treadmill that never stops� (Source: The Star). The truth is that in politics, as much as marketing, the treadmill will often speed up or even change directions. Since last year, public opinion has swayed and sentiments have shifted. Consequently, political parties risk promoting their campaign messages at the expense of loosing the core points to a more emotionally charged audience. No doubt as we edge closer to May 9th, the social media treadmill will cause mass perspiration in even the most seasoned politicians. It’s yet to be seen who has the most endurance.

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IS DATA A FOURLETTER WORD?

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DATA AND YOU

by Salim Khubchandani

ENOUGH has been written over the past few weeks about the latest Facebook data-leak scandal, so when I settled to put together this piece, I decided not to write any more about it. Most of us have read enough about it, especially since it concerns a community of which we are members, some even with multiple accounts, and we visit several times daily. Or have even subscribed to our kids becoming members, going to the extent of allowing them to mis-represent their age, since facebook in the interest of its members restricted membership based on age thresholds. A reader of my last article with this publication sent me a message appreciating some of my points therein, but at the same time “regretting deeply what had come about of the term ‘analytics’ in the wake of the Facebook debacle”, even though I can hardly see why the term analytics which helps generate powerful insights out of data should get tainted, as I explained. Also, interestingly, upon searching Google on the term ‘data’, over the past week, it invariably led to returning ‘facebook’ related stories among the top few searches. All of the above, and this talk about the #deleteFacebook movement that has gained traction, served as inspiration for this article’s title. I shall not delve at length any further into the recent Facebook scandal which is under investigation by regulatory authorities and thus am in no position to comment, and would rather move on. Also, I must clarify that clearly my intent is not to defend either Facebook or Cambridge Analytica in all that has happened, especially with the founder of Facebook himself accepting that they erred. ARE WE DENYING OURSELVES THE RIGHT GIVEN TO US : There is no doubt whatsoever that automation and digitisation has led to large volumes of data being extracted, processed and analysed by software. While technology plays its role as an enabler, at some stage in the data chain there will always be humans involved in the execution, management or drawing of data and insights, and regrettably that is where levels of integrity come to play a role. So long as there

are humans with varying levels of integrity, unfortunately data could fall into wrong hands, putting individual privacy at huge risk. This ultimately makes us responsible as custodians of our own data and in how much we trust others, almost just as how we conduct ourselves in day-to-day life. Reality is that we generate data (and insights) from the time we wake up, throughout the day while driving, at work, exercising or even sub-consciously or unconsciously - think cookies, websites visited, built-in systems in cars, fitbits, spotify, meditation and all the other apps used. If we are to reap benefits from technology through all the conveniences and this will only get better with machine learning and artificial intelligence. It comes at a potential price, which very fortunately we can and do have control over, based on our own sense of responsibility, level of consciousness, and - to some extent - lethargy or indifference to ‘Terms and Conditions’ which are invariably default options but we have the option but may fail to exercise, despite being in our own interest). Just as when we walk into a bank (another four letter word, interestingly), trust in such an institution is a foregone conclusion and pretty much taken as a

(Source : kepios.com)

... REALITY IS THAT WE GENERATE DATA (AND INSIGHTS) FROM THE TIME WE WAKE UP, THROUGHOUT THE DAY WHILE DRIVING, AT WORK, EXERCISING OR EVEN SUB-CONSCIOUSLY OR UNCONSCIOUSLY - THINK COOKIES, WEBSITES VISITED, BUILT-IN SYSTEMS IN CARS, FITBITS, SPOTIFY, MEDITATION AND ALL THE OTHER APPS USED... hygiene factor, to the extent that we are handing them our hardearned money, and we believe that if we can trust them with our money, surely we can trust them with anything else. Nevertheless, more often than not, we go through the fine print only to make sure that we are signing off on something that would not end up having any adverse implications

since we’d be getting into financial transactions With cookies, we’re all being retargeted constantly - no sooner than have we exited from a website that may have reflected our interest in a product, we are subject to a ‘follow-me’ approach with banners appearing on almost every site we may visit thereafter, often to the point that we find this ‘spooky’ but may do little about it. On apps like Spotify and Youtube, when we are retargeted with music or videos identified as being of ‘our type’ it comes as a ‘wow factor’ and a great personalisation feature, where we are being offered and served with content that ‘aligns with our taste’. IT’S ULTIMATELY UP TO US We all have choices to make and owe it only to ourselves to manage our privacy with some degree of responsibility, and no brand or community can take that basic right away from us, or has done so, including Facebook. Therein also lies the concept of ‘Permission Based Marketing’, which invariably marketers and brands exercise - by default we may invariably choose to be targeted or receive future communication, but will always have the right to refuse to receive such communication or even unsubscribe from it at any point of time. Although I started by saying that this piece is not about the ‘f-word’, since it is about exercising and fighting for privacy - and for now data seems to have become synonymous with Facebook - I do need to come back to the case of what’s become the new f-word in town. This is not defending this particular community for what happened and their wrong-doings, but it is reminding ourselves of our equal responsibility and right to safeguard our own data (through privacy settings) and still enjoy being part of the community rather than walk out of it through #deletefacebook, having already left our footprints there. #DELETEFACEBOOK AND THE NUMBERS SPEAK : If we ask from among the same people who voice subscribing to the movement of #deletefacebook, we can be reasonably sure that no one would have actually done so or left the community so far, even though facebook habits may have actually

led many to unsubscribe from the daily newspaper. Ultimately, there’s no denying the fact that it’s almost become a part of us, be it for staying in touch with old friends or even catching up with news and entertainment. Facebook’s latest monthly active user (MAU) numbers, as also supported and corroborated by other industry statistics, suggest that very few people, if any, have actually ‘deleted’ Facebook. The USA and the UK have seen strong growth in Facebook user numbers in recent weeks, despite being home to the greatest number of people claiming that they’ll #deleteFacebook. The number of people using Facebook in India has jumped by 12 percent in just three months, despite Twitter users in the country posting more than 30,000 tweets containing the #deleteFacebook hashtag. To put it in right perspective and be fair, these figures don’t of course tell us what people are actually doing on Facebook though, and some of these active users may have logged in to their Facebook account simply to adjust their privacy settings. #LIVEINACAVE AND THE FOUR-LETTER WORD In summary, the right to invest in a product or be a part of something is an individual choice. To remind ourselves, having become constant data generators through all that we do, ‘data’ is a four letter word that’s here to stay, even once the f-word scandal has blown over. Unless of course some decide to start a movement and call it #liveinacave, where they would be even denied mobile phones without which admittedly we’d be miserable humans on this planet, and often find it even hard to look back on those days gone by.

Salim Khubchandani is Founder and Managing Director of On-Target Marketing Solutions, Malaysia, a digital and data analytics company, and given his immense passion for data has combined over three decades of Marketing experience, recently with a Data Science Certificate course. He is contactable at salim@myontarget.com

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SOME FEEDBACK YOU MAY WISH TO NOTE. In a recent survey on key trends and challenges in the marketing communications industry in Malaysia, done by Ipsos Business Consulting in collaboration with MARKETING magazine amongst marketers and agencies (brand/media/ digital), here are some highlights.

Please note these findings are not definitive and only an indicator of industry sentiment because it is based on a small sample size selected from the database of our readers.

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1. What percentage of your total advertising and marketing budget was spent on digital media in 2017 and is planned to be spent on digital media in 2018? 2. What do you think are the main transparency issues related to digital marketing? 3. Which marketing platforms are effectiveness for your company today?

17 READERS SURVEY

4. Top 5 media partners that you work with most frequently for your marketing and advertising needs? 5. Main challenges you face in the marketing communications industry in Malaysia? 6. How do you feel about economic growth prospects in Malaysia in 2018?

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ISSUE220END-APRIL2018

NEWS

WE WORK IN AN “INDUSTRY WHERE

PEOPLE INVENT TECHNOLOGY TO AVOID WHAT WE CREATE.

”

DAVID DROGA, FOUNDER OF DROGA5

CREATIVE “PEOPLE MAKE THE ADS. EVERYONE ELSE MAKES THE ARRANGEMENTS.

BOB HOFFMAN, THE AD CONTRARIAN

”

MARKETERS “HAVE FALLEN FOR

CLASSIC PRODUCTORIENTED THINKING AND ASSUMED THAT, JUST BECAUSE THEY HAVE THE DATA AND TECHNOLOGY FOR TARGETED ADVERTISING, IT’S WHAT THEIR MARKET WANTS

”

MARK RITSON, AWARD WINNING COLUMNIST & MARKETING PROFESSOR

contextualises global events that affect our region. We represent the middle in a world that is wrought with polarization, our voice of understanding and acceptance is diminishing, and we stand for that. ” In an affiliate partnership with CNN, UNRESERVED has access to a wealth of editorial content and services.

SEAN IS CEO OF ISOBAR MALAYSIA

UNRESERVED RELAUNCHES AS PREMIUM REGIONAL MEDIA

UNRESERVED relaunched in style with an exclusive party at the St Regis KL amidst an eclectic mix of corporate movers and shakers, business influencers, celebrities, and clients recently. Malaysian actor Henry Golding joined CEO and Editorin-Chief Kassandra Kassim on stage. Golding is on the cover of UNRESERVED’s April issue. The rising star will see two Hollywood productions released this year; Crazy Rich Asians and A Simple Favor with Anna Kendrick and Blake Lively. Renowned British actor Idris Elba, who is also producer, musician and a DJ, was also invited to attend the launch on his way to a holiday in a neighbouring country. He is best known for his roles on TV shows such as The Wire and Luther and has starred in blockbuster movies such as Prometheus, Pacific Rim, and the Thor movies. Elba will be featured on the cover of UNRESERVED’s May issue. Kassandra said, “Our redux issue represents our first baby steps towards realising a goal of becoming a platform for an intelligent Southeast Asian voice that tells our stories and

DONEVAN JOINS BBDO AS ECD

Donevan Chew has been appointed Executive Creative Director of BBDO Malaysia. Prior to joining BBDO, he was Deputy Executive Creative Director at Ogilvy & Mather Malaysia, where he spent most of his career; a total of 13 years at the agency across 3 different periods. Donevan began his career as a copywriter at Grey in 2000, where he quickly rose the ranks. Following this, he spent many years honing his craft at Leo Burnett, M&C Saatchi and Ogilvy & Mather, working on a mix of global and local brands including Nestle, Unilever, Maxis, Pizza Hut, GlaxoSmithKline and Malaysia Airlines. With a career spanning 18 years, Donevan has won advertising awards from Cannes, the Clio Awards, One Show, D&AD, Spikes Asia and ADFEST. He also has acted as a jury member in the local advertising award show since 2012 and was part of the Grand Jury at the New York Festivals in 2014.

Dentsu Aegis Network Malaysia has announced the appointment of Sean Wong as CEO of Isobar Malaysia, Dentsu Aegis Network’s full-service digital agency. He reports to Nicky Lim, CEO of Dentsu Aegis Network Malaysia, and is a member of the network group’s Executive Committee. Sean was most recently the Vice President, Executive Business Director and founding member of Ensemble Worldwide, IPG Mediabrands’ creative arm in Malaysia. Prior to IPG Mediabrands, his career spanned more than two decades across a range of industries, from wearing the hat of a financial analyst to sales & marketing management to being involved in big data insights led solutions consulting. Sean leads a team of over 40 at Isobar Malaysia, which brought home Malaysia’s only Gold from Spikes Asia Awards last year for its work for client, Mudah.my, and was named Malaysia’s Agency of the Year at the same event. The agency’s work for Mudah. my again won the esteemed ‘Golden Kancil’ top honours at the Kancil Awards 2017, five effectiveness awards at the Malaysia Effie Awards, and closed the year by topping MARKETING Magazine Malaysia’s Most Awarded Digital Agency league table.

IZLYN BELTS OUT VOCALS IN MUSIC VIDEO

Telekom Malaysia released its Hebat Negaraku video marking TM’s milestone as well as other GLC companies - three years since the graduation of GLCs under the GLCT 1.0 program in 2015. The music video titled Hebat Negaraku featured TM’s Vice President Group Brand and Communication Izlyn Ramli (picture) as lead vocalist together with musicians Hady Afro, AKZ, Amar Azalan and Uda Wahid. The video showed TM’s work such TM Program Sejahtera, Misi Bantuan Banjir and TM Scale Up.

POPDIGITAL ADDS MALAY LIFESTYLE SITES

PopDigital, the holding company behind The Cooler Lumpur Festival has acquired two Malay language sites, Buzzkini. com and Salaam.tv.

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Social news channel Buzzkini has a following of close to 1 million on Facebook, and within two months of the launch of the publication has delivered over 1 million page views. Salaam which caters to the modest lifestyle consumer has a following of over 900,000. “We have been looking to grow our digital media offerings, and after taking a longer-term view, we decided to venture into the Malay-language market. Less than 10% of the Malaysian population consume content in English. Companies that continue to cater only to the urban, English-­speaking market will likely stagnate in the near future as the economy and population shifts further,” says Hardesh Singh (pic), Founder of PopDigital. PopDigital produces original creative content in all forms. It provides a full media and marketing service from conceptualising creative ideas and campaigns to 360-degree execution.

driven by local insights. It gives MullenLowe the opportunity to create fresh work from the ground up with Tesco. This is another great portfolio for the agency, adding to the streak of

wins in the past three months, and certainly builds up the momentum as we head into the second quarter of 2018,” said Adrian Sng, MD of MullenLowe Malaysia (picture).

NEWS

3.6M ASIAN FACEBOOK USERS INFORMATION SHARED WITH CAMBRIDGE ANALYTICA?

MULLENLOWE MALAYSIA APPOINTED BY TESCO

Global retail conglomerate Tesco has moved its creative communication duties to MullenLowe Malaysia as its new agency of record. They will be responsible for the business following Tesco’s two successful campaigns, Tesco’s 16th Anniversary and Hari Raya. MullenLowe Malaysia will be leading the creative execution of all planned marketing campaigns for the next 12 months. “Tesco proves to be very interesting as a global brand

Facebook revealed that more than 3.6 million users its service in Asia may have had their information improperly shared with Cambridge Analytica. Recently, Mark Zuckerberg was in hot soup after it was found that Cambridge Analytica harvested information from over 50 million Facebook users through an external application in 2015. Facebook has stated that it estimates 1.75 million Facebook users in the Philippines could have seen some of their data harvested and passed on to Cambridge Analytica. This would make Phillippines making the country the second most hit behind the United States. The numbers then fall to Indonesia, as the thirdmost affected country globally with 1.1m people potentially affected. Countries like India had numbers – 562,000 people and Vietnam with 427,000. Australia was the tenth most affected market globally with numbers reaching just over 300,000.

M&C SAATCHI AND DIRECTORS THINK TANK “RAYA AROUND THE WORLD” FOR MALAYSIA AIRLINES.

DIRECTORS Think Tank and director Rajay Singh recently collaborated with M&C Saatchi Malaysia to produce this Raya advertisement. The film takes a human approach on how different cultures celebrate Raya around the world. It took about three weeks of production to complete the film and the campaign ran for two months. “The idea was to inspire a new perspective on Raya and how it is celebrated. We believe that by showing a new perspective on a familiar subject can dramatically influence a person to explore the world. The idea was never to drive people away from going home during Raya, but rather to trigger a sense of wonder to travel by showing how the world celebrates the same occasion

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differently,” said Darren Lee, Group Creative Director at M&C Saatchi. The 3-minute video highlights Muslim families in four different countries celebrating the first day of Eid, with the commercial shot in Malaysia, China, India, and Japan. All the talents featured in the commercial were real people from real families with no prior experience in acting for commercials. “We believed that using real people with their families added a strong sense of authenticity to the campaign,” added Darren. This Raya Around the World TVC won a Gold award at the recent APPIES Malaysia Marketing Awards in the Consumer Services category.

CREATIVE RAYA TVC

STRATEGIC BRAND PLANNING WORKSHOP

DATE

by Sutapa Bhattacharya

23MAY2018

For more than 14 years, Sutapa Bhattacharya led Leo Burnett Malaysia as Head of Strategy & Planning helping to shape some of our most beloved market-leading brands to fame. She also drove thought leadership within the communications network.

VENUE

SIME DARBY CONVENTION CENTRE

A celebrated award-winner in her field, Sutapa is now General Manager for Strategic Communication & Branding at Tenaga Nasional Berhad. She has explored and designed many aspects of communication strategies while still being mindful of the big picture. Many say she is an institution by herself in the strategic planning ecosystem in Malaysia and is a rare breed of communication planners who are razor sharp business evangelists in disguise. Sutapa will be conducting a one-day workshop for all Strategy and Brand planners who want to polish their skills to seek smart solutions for the growth economy.

TIME

8.30AM -6.00PM ORGANISER:

Limited seats, for group discounts email ruby@adoimagazine.com Details: +603-7726 2588 (Ruby/Amira)