Issue 229

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ISSUE 229 MID-OCT2018

INSIDE:

300

MARKETERS FOR CMO AWARDS 2018

REMPAH FESTIVAL STORY

VISUAL CONTENT

IN SOCIAL MEDIA

BRINGING CUTTING-EDGE LED QUALITY PERFECTION TO

OUT-OF-HOME INDUSTRY IN MALAYSIA HENRY H CHAI LEYARD MALAYSIA ISSN 1985-5575

00229 9 771985

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

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ISSUE229MID-OCT2018

BEFORE YOU SHA THINK ABOUT THE SOCIAL MEDIA

... WHEN GE14 ENDED, WE WITNESSED A WAVE OF MEMES, SOME DEMEANING. ALL TO TAKE ADVANTAGE OF THE VULNERABLE. MALICIOUS CONTENT WERE TRADED ON SOCIAL MEDIA AND THE CROWD WERE TRANSFIXED BY IT...

by Razaleigh Zainal - VP of Corporate Affairs, MDEC

ISSUE229MID-OCT2018

ARE THAT MEME, E MESSAGE As we know, people have an attention span of fewer than nine seconds, or less than a goldfish. As a result, images are more important than ever, especially on social media. Social media is a crowded space, and using images is a great way to grab attention.

EVERYONE’S A JOURNALIST Our smartphones are not only responsible in creating millions(possibly billions) of unaccredited photographers and reporters but have also dramatically changed the media landscape. We no longer require computers with a bigger RAM or more expensive software as all the editing can be done in simply seconds if not minutes before releasing for the world to see. After all ‘good things come in small packages’.

People feed on gossip. Therefore, the more intriguing the image is, the further you get as a ‘reporter’. After all thanks to social media, we report what we eat, where we spend our hours at and it has become to go-to place to vent out emotions.

Thanks to social media’s amplified reach, having a strong gathering of followers proves to be a great feat than print media in these current times. Within overnight, you’re a popular figure- whether it’s for something positive or negative.

Having a so called ‘influencer’ status is definitely addictive especially if more of your posts are liked, shared or reposted by those outside of your friends circle.

A PICTURE IS WORTH A THOUSAND WORDS Social media content play such an important role in driving strong, compelling messages. These messages can help shape a person or the future of the country. Malaysians witnessed this with the recent development in GE14 where it was apparent that social media played its role in swaying the votes. We as users therefore must understand the power of social media and use it in a right manner. You may never know. You could be a blog post away from becoming a guest on a talk show or even possibly bringing down the government. Hence the emphasis to play our roles right

in managing such social media power instead of unleashing it senselessly.

PERCEPTION TAKES THE THRONE Times have truly changed. We do not have to take the effort to read the newspaper as nowadays, a juicy piece of news will simply snake its way into our WhatsApp or other social media feeds. We take a passive approach towards this and allow our social circle to filter what seems newsworthy. After all thanks to social media, the world is at our fingertips.

When we find a piece of news that is newsworthy, what’s the first thing that we do? We share it. Not to forget, adding our own personal comments towards it.

These comments thrive on social media allowing people to show their true colours and express their honest opinions, albeit it hurting each other. It may not be a physical fight, but we personally have scrolled through the comments and seen comments clearly at verbal war with each other. It’s truly an ugly side of humanity.

When GE14 ended, we witnessed a wave of memes, some demeaning.

All to take advantage of the vulnerable.

Malicious content were traded on social media and the crowd were transfixed by it. Irrespective of whether it was the truth or simple made up. We were high that change was possible and by wanting everything to be transparent, we took it upon us to share content. Each one had a different perception towards content shared towards them. We were fixated by the news on our smart devices. It then gave a reason for people to partake in the comments/topic that was already buzzing and most importantly for them not to feel left out.

At the end of the day, it is no doubt that social media can be used for any number of good causes. However, it is up to the user to wield the power of social media - after all at some point you will invariably come across a headline or GIF that demands sharing. You don’t even think about what happens next: you react and share the item with your followers and friends. After all, we “Like” and share content without considering the potential harm we’re helping to spread. Think twice before you share.

3 SOCIAL MEDIA

ISSUE 229/// MID-OCT2018 COVER STORY

CMO AWARDS 2018

07

EVENTS CALENDAR

IT’S TIME TO RECOGNISE MALAYSIA’S BEST MARKETERS! THE MALAYSIAN CMO AWARDS IDENTIFY TALENT, TRANSPARENCY, TENACITY, AND A TAKE CHARGE ATTITUDE...

LEYARD BRINGS WORLD CLASS OOH DIGITAL STANDARDS TO MALAYSIA

11

24 OCTOBER

DRAGONS OF MALAYSIA & ASIA AWARDS 2018

DEADLINE EXTENDED

16 NOVEMBER

MALAYSIAN CMO CONFERENCE & AWARDS 2018

26 OCTOBER 2018

7 DECEMBER

MC2 AWARDS - IDEAS OASIS Regional CEO Professor Harmandar Singh ham@adoimagazine.com

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Content Officer Reena Sekaran reena@adoimagazine.com Business Development Manager Jarrod Sunil Solomon jarrod@adoimagazine.com Art Director / Designer Chemical Ali ali@adoimagazine.com Designer Lilna Marlina lilna@adoimagazine.com Events & Workshops Ruby Lim ruby@adoimagazine.com Web & Digital: Nurul Amira Ibrahim amira@adoimagazine.com Photography & Digital Imaging DL Studio No 7, Jalan PJU 3/50, Sunway Damansara 47810 Petaling Jaya, Selangor D.E. Malaysia Tel +603 7880 6380 / 6386, Email: studiodl@pd.jaring.my

BEFORE YOU SHARE THAT MEME, THINK ABOUT THE MESSAGE .... Our smartphones are not only responsible in creating millions(possibly billions) of unaccredited photographers and reporters but have also dramatically changed the media landscape. We no longer require computers with a bigger RAM or more expensive software as all the editing can be done in simply seconds if not minutes before releasing for the...

Roving Photographer: Mccain Goh Contributors: Edward Ong, Alvin Teoh

CREATIVE SURGE

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SOCIAL MEDIA

10

EVERYONE’S COMPLAINT DEPARTMENT

LET GO

02 IDEAS: THE REMPAH FESTIVAL STORY When Peter Gan told me about his idea for a festival celebrating nationhood, I thought he had finally lost his marbles. We met on 10 Aug, the festival was planned for Malaysia Day 16 Sept, slightly over a month away.

“Do you have any sponsors?”

I asked. “No, we won’t need sponsors.” Wasn’t quite the answer I was expecting but maybe the man has a plan.

“Who’s your target audience?”

“This is something so new and so experimental: We’ll find out on that day.” “Well, do you have any big names as a draw?”

“We’ll find one.”

At this point, any sane person would have stood up, shook hands and hurried out of the room. Dumbfounded, I stared at Peter, not knowing what to say or do. He looked like he was going to ask me a question.

“So,” he leaned forward, “Are you in?”

10

The more senior you become, the more you feel accountable for things. From future-proofing your agency to the never perfect processes that drive people insane, from the quality of work to the reputation of your agency, from the progress and growth of people to that idiot who never refills the ice-tray when it’s empty. Well, you want to solve everything and feel like crap when you fail. So you walk around with a stupid face that says – don’t disturb me with your petty concerns, can’t you see I’ve got all these important things to solve? Very good, Mr ECD feller, well done. I’m sure you’ve inspired everyone into action. Limpeh give you one clap.

Then one day, someone told me that hogging all that shit is not a heroic act. In fact, it’s selfish. It took me many years to understand what he meant. Yeah, I am a slow learner. You see, problems are actually great teachers. They compel one to solve stuff and discover hidden talents. And when you do, you grow in confidence.

So if I hang on to it, which I normally and habitually do, I am actually denying growth to others. Hmm. If that is so, please, by all means, take my problems. Take it. It’s up for grabs.....

ISSUE229MID-OCT2018

MICROSOFT WILL BE INVESTING IN RIDEHAILING FIRM, GRAB

Tech giant Microsoft said that it will invest an undisclosed sum into Singapore-based ride-hailing company Grab, as part of a strategic partnership.

The two companies will also collaborate on technology projects in areas such as big data and artificial intelligence, while Grab will now use a number of Microsoft products, including the Azure cloud computing service, according to a joint statement.

“We’re fascinated with the companies that are emerging from Southeast Asia,” Peggy Johnson, executive vice president at Microsoft, told CNBC in an interview. “It’s been amazing to watch what they have done with technology, in the way that they’ve applied it to solving problems for their customers.” Microsoft and Grab declined to disclose the amount of the strategic investment.

IPG MEDIABRANDS BPN AGENCY TO REPRESENT AIRASIA

FORD UNVEILS BBDO AS NEW CREATIVE TEAM AFTER 75 YEARS WITH WPP

Ford has selected BBDO as its new lead creative agency, concluding a global review launched in April. The move marks a major defeat for WPP, which has been Ford’s lead advertising partner for more than seven decades and counts the automaker as its largest global client.

BBDO begins transitioning to the new role on Nov. 1, working closely with the rest of Ford’s agency roster and its internal marketing team. Omnicom-owned digital experience agency Organic and TLGG Consulting will be part of the team handling the business.

The automotive giant also selected Wieden+Kennedy as an innovation partner for selected projects and introduced a new agency model. The independent agency will manage the account out of its New York office

MARC WOO STEPS UP TO REPLACE SAJITH SIVANANDAN AT GOOGLE MALAYSIA

WOMEN EARN MORE MONEY IN MALAYSIAN MEDIA

5 NEWS

ENTROPIA LAUNCHES ELON, A MAPPING PLATFORM FOR SHOPPERS PERSONALISED NEEDS

According to a survey done by The Malaysian Media Salary Survey 2018 by the Institute of Journalists Malaysia (IoJ) journalists in English language newspapers earned more than their counterparts in vernacular language media companies.

The survey also revealed that female journalists earned more than their male counterparts.

Despite that, almost half of the 207 journalists polled felt that their current pay was barely enough to survive and less than 5 per cent were happy with their current salary scheme.

According to the survey, a journalist with three to five years working experience in an English media outlet makes an average of RM4,294.00 a month, almost double what their counterparts in the Chinese media with the same years of working experience would earn — at around RM2,292.37 a month.

NETFLIX’S SHOCK VALUE ALTERED CARBON CAMPAIGN VOTED MOST INNOVATIVE MEDIA PLAN

Consulting agency Entropia launched Elon, an omnichannel customer journey mapping platform, a proprietary technology developed in house.

Elon is expected to integrate the data footprint across campaigns, customer relationship management (CRM) website, eCommerce, customer service and in-store. This integration gives a true picture of a customer, their brand needs, where they are placed when it comes to purchasing and allows for better segmentation.

Entropia head of technology,Taher Chhabrawala said that businesses are moving from the world of data evangelism to data realism. “It doesn’t take long to realize that owning millions of profile data can present a highly misleading picture, unless you have a full view across the journey & not just based on campaign data. Elon is conceived to breach the data silos and bring this facility to clients who may not yet be ready for full cloud, but want customization, ownership, affordability and security.”

FREE TO NOMINATE:

marketingmagazine.com. my/cmo2018/awards

DEADLINE EXTENDED

26 OCTOBER 2018

PUBLICIS WINS $1.7 BILLION DOLLAR GLOBAL GSK ACCOUNT BPN, the media agency under the IPG Mediabrands network has been awarded global media duties for AirAsia Berhad and AirAsia X following a competitive pitch process that cut across 23 markets.

The appointment sees a dedicated team called Red Wings, powered by BPN in Malaysia, to handle media and communications planning, buying, and analytics on a global level.

The global hub will be set up in Malaysia.

AirAsia Group Head of Marketing Amanda Woo said, “With a growing presence across Asia Pacific, we consistently refine our media strategies to ensure their effectiveness and relevance.

BPN helps us to achieve this by providing a cost-effective yet impactful solution, and we look forward to working closely with BPN to elevate the AirAsia brand globally.”

Google has announced the appointment of Marc Woo as the new Country Head of Google Malaysia. Marc replaces Sajith Sivanandan, who after nearly eight years here has moved into a new role as Head of Payments, Access and Next Billion Users, Google India.

In his new role, Marc oversees Google’s sales and business development operations in Malaysia, determining the business strategy for its local offices as well as partnerships for Google’s products. A Google veteran of seven and a half years, he was among the very first Malaysia hires for Google when it began operations here in January 2011.

A human body encased in plastic is not something one sees very often, not even by Hollywood’s unusual standards. Adweek honoured Netflix for the most innovative media plan of the year.

The dystopian Netflix series Altered Carbon works on a simple premise, 300-plus years in the future, people can download the entirety of their experiences into new bodies, extending their lives indefinitely.

Armed with that backstory and several interactive sculptures so meticulously lifelike that they appeared to be breathing, Mediahub, a division of MullenLowe, went about setting up a public “marketplace” for these bodies.

GlaxoSmithKline concluded the mandated global media review it launched in May with the selection of custom Publicis Media team as its global media agency of record.

“GSK periodically reviews its reviews its media buying arrangements to ensure they are continuing to deliver the best value to the business,” said GSK. Sources claimed the final stages of the review saw the client assemble all four remaining agencies at a hotel, pitting them against each other before delivering the news to them one by one until finally revealing its selection of Publicis. These sources characterized the final process of the review as “ugly and disrespectful,” comparing it to the elimination of finalists in the Miss America Pageant.

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ISSUE228END-SEP2018

EDITOR’S NOTE

SHOULD “WEWHY SAY POLITICAL

PARTIES CANNOT OWN MEDIA? LET EVERYONE COMPETE AND ULTIMATELY THE PUBLIC WILL DECIDE WHICH MEDIA WORKS AND WHICH DOES NOT.

”

HO KAY TAT - PUBLISHER & GROUP CEO, THE EDGE COMMUNICATIONS SPEAKING ON BFM BUSINESS RADIO

OUT TO DISRUPT “THEI’MDISRUPTORS - THOSE SOMBRE IMPERIOUS SOULS WHO HAVE MADE MARKETING AND ADVERTISING SUCH AN EARNEST AND HUMOURLESS ENDEAVOUR.

IT’S TIME TO RECOGNISE MALAYSIA’S BEST MARKETERS! THE MALAYSIAN CMO AWARDS IDENTIFY TALENT, TRANSPARENCY, TENACITY, AND A TAKE CHARGE ATTITUDE...

THE CMO AWARDS DEADLINE HAS BEEN EXTENDED TO OCTOBER 26!

”

BOB HOFFMAN, ON THE LAUNCH OF HIS NEW BOOK LAUGHING@ADVERTISING

By the Turbanned Stranger | ham@adoimagazine.com

GOOGLE AND “FACEBOOK CONTROL

MORE THAN 75% OF DIGITAL ADVERTISING IN MALAYSIA, AS THE SECTOR SURPASSES PRINT AND TELEVISION TO REACH RM1.3BILLION THIS YEAR.

”

BALA POMALEH - CEO, MALAYSIA IPG MEDIABRANDS

GUESS what, last year’s sold Malaysian CMO Conference conference is back! Bigger, bolder and with a new awards show to celebrate Malaysia’s best marketers. Now in its 7th year, the Chief Marketing Officers Conference is a gathering of high achievers in the Malaysian Marketing sphere. With a bold yet relevant theme of ‘Goodbye Marketing, Hello Engagement’ this year’s conference will bring you up to speed with what’s going on in the Malaysian marketplace.

Think you know someone who ought to be crowned the Best Marketer in Loyalty &

Engagement Marketing? There are 30 categories to choose from, including Rising Stars for Under 30. The power is in your hands.

Best part? We have extended the nomination deadline to October 26. This means you have roughly two weeks to nominate your pick for each category. After all, brave and brilliant marketers deserve fame too. An eminent panel of industry leaders will decide on the winners: all criteria based on results. ENTRY IS FREE! Why take the effort and nominate though? Nominating that person lifts up the entire organization that person works for

or the nonprofit they’ve supported, It can be a great marketing tool to have your marketing head win an award, and it costs nothing.

Outstanding people deserve some recognition. Even if they make an impact quietly, there’s nothing wrong with spending one night in the spotlight!

I think the time has come to recognise Malaysia’s best marketers. I don’t know about you but I’m nominating now actually...

“DIGITAL OUT OF HOME SCREENS HAVE LED TO NEW OOH BUYING POSSIBILITIES. OOH MEDIA IS EXPECTED TO CLOSE AT AN 11.9% GROWTH

BY YEAR-END MAKING IT THE SECOND-FASTEST GROWING MEDIUM IN MALAYSIA.” DENTSU AEGIS NETWORK

LEYARD BRINGS WORLD CLASS OOH DIGITAL STANDARDS TO MALAYSIA They are responsible for the jaw dropping installation at Resorts World Genting’s casino.

The company behind this is Leyard - the global leader in visualization products which has earned the No. 1 market share position in the US$4.5 billion LED video display market, and the No. 1 position in the fastest growing US$1.6 billion narrow pixel pitch LED video wall segment.

And the man driving this move here is Henry H Chai, Director of OOHM International Holdings, the sole distributor for Leyard in Malaysia.

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ISSUE229MID-OCT2018

COVER STORY

LEYARD EUROPE PLANAR SYSTEMS, INC

LEYARD U.S.A LEYARD HONG KONG

NATURAL POINT, INC

LEYARD JAPAN

LEYARD BRASIL

Ground Screen and Scroll for the 29th Olympic Games in Beijing

As more marketers are pushing for dynamic solutions in Out of Home, content and quality demands have increased phenomenally. According to Moving Walls, there are more than 70 media owners, 180 digital networks and 4,000 screens reaching 4 million people daily in Malaysia’s Digital OOH space. Now the market is poised for more growth, with the advent of the world’s best…

WORLD LEADER LEYARD IS HERE

Out of Home media players in Malaysia can now step up to up to a global stardard in LED production quality.

Thanks to a new partnership, Leyard techonology and best practices have been secured for Malaysian OOH players by Henry H Chai, Director of OOHM International.

Leyard Optoelectronic Co., Ltd was founded in 1995 and is headquartered in Beijing, China.

A global leader in design, production, distribution, and service of digital displays, video walls, and visualization products worldwide, Leyard has gained significant market share in fine pitch LED. They has been winning multiple awards since 2013.

In 2015, Forbes named Leyard as one of China’s 100 strongest public companies and its stock is recognized for an A rating.

Market research firm Futuresource Consulting has pegged Leyard as the biggest LED display company out there.

The Chinese company, which has a strong global presence is now lighting its way to Malaysia.

All the way from the Sahara to Siberia, from Shanghai to Singapore, it has been possible to find Leyard on television sets, in public venues like airports and train stations, in corporate offices, retail stores, and on broadcast sets all over the world.

GREAT NEW FOR ALL OUT-OF-HO MEDIA PLA IN MALAYSI

ISSUE229MID-OCT2018

... DIGITAL SCREENS HAVE ALLOWED OOH MEDIA OWNERS TO PENETRATE BOTH NICHE AND MASS ENVIRONMENTS, ALLOWING BRANDS TO REACH THE YOUNG URBAN POPULATION THAT IS OTHERWISE HARD TO REACH

BY TRADITIONAL MEDIA...

WS

OME AYERS IA

Dazzling Leyard MV4 at Resorts World of Genting

Genting Highlands Outdoor LED Display

Some of Leyard’s famous installations are the screen in ABC’s Jimmy Kimmel’s Live! television show, the 2008 Beijing Olympic Opening Ceremony LED Scroll Display and the NASDAQ Media Conference Room.

HENRY HELMS LEYARD IN MALAYSIA

With almost twenty years of experience in the Digital OOH industry, Henry is now leading Leyard’s introduction in Malaysia.

He holds the important role of distributing Leyard’s technologies to advertisers, markets and corporates in Malaysia.

WHY MALAYSIA?

“Malaysia certainly is a big OOH market and the time is ripe for marketers to experiment and advertise in a smarter manner,” says Henry.

“Leyard has already planted its roots in Malaysia with major installations in Genting Highlands and KLIA2. You can see that there is a trend in Malaysia whereby DOOH (Digital Out Of Home) is also being used more creatively, to complementing social media campaigns either

through integration or through content creation,” adds Henry.

According to Dentsu Aegis Network, DOOH screens has led to new OOH buying possibilities – shorter timeframe and more ad insertions per location. OOH media is expected to close at an 11.9% growth by year-end (2018), making it the secondfastest growing medium in Malaysia.

LEYARD SHOWPIECE IN MALAYSIA

In today’s age where media displays are becoming the everyday norm, Leyard puts a whole new spin on lights, sounds and visuals to Genting Highland’s casino at Resorts World.

“The massive project had to be completed before the grand opening of Resorts World. This meant we had only 35 days to complete it,” shares Henry.

“Of course, Leyard did not disappoint.”

Leyard installed one of the biggest curved screen in the main hall which covered a huge area of 50.69 square meters and the screen is composed of 880 MV4s. On the right side, three smaller screens were installed

9

which were composed of 480 MV4s with each small screen having an area of 9.22 square meters.

Leyard’s amazing speed at completing the project demonstrated the company’s leading role in the LED Display industry.

Leyard also designed a full colour outdoor LED Display for advertising purposes in Genting Highlands which was completed in November 2011.

In addition to that, Leyard installed a full color indoor LED Display which is used to release messages at Kuala Lumpur International Airport 2.

Making the world more visual, digital screens have allowed OOH media owners to penetrate both niche and mass environments, allowing brands to reach the young urban population that is otherwise hard to reach by traditional media: offices, transit spaces , taxis and retail outlets.

“Digital OOH advertising is capable of brand reinforcement, triggering responses for immediate call-to-action, and providing an immersive experience which is key for advertisers,” notes Henry.

As it becomes increasingly challenging to reach today’s consumer in the fragmented media landscape, the effectiveness of Digital Out-ofHome advertising has become more significant to brand marketers.

Outdoor Advertising Association of Malaysia (OAAM) President Henry Low has stated that “media owners are now converting their static billboard sites to digital and the number of new digital outdoor players is on the rise.”

With Leyard’s decades of experience in LED, flat panel display technology, projection, and processing, it’s no surprise to see their technology playing a key role in Malaysia.

Henry H Chai’s on the right track, and there’s no doubt marketers expect nothing less than spectaular LED from hereon, to illuminate their brands.

Details: www.leyard.com

Grid Screen for APEC Conference at Beijing Bird’s Nest Stadium

10

ISSUE229MID-OCT2018

CREATIVE SURGE

IDEAS: THE REMPAH FESTIVAL STORY

WHEN Peter Gan told me about his idea for a festival celebrating nationhood, I thought he had finally lost his marbles. We met on 10 Aug, the festival was planned for Malaysia Day 16 Sept, slightly over a month away.

“Do you have any sponsors?”

I asked. “No, we won’t need sponsors.” Wasn’t quite the answer I was expecting but maybe the man has a plan.

“Who’s your target audience?”

“This is something so new and so experimental: We’ll find out on that day.” “Well, do you have any big names as a draw?” “We’ll find one.”

At this point, any sane person would have stood up, shook hands and hurried out of the room. Dumbfounded, I stared at Peter, not knowing what to say or do. He looked like he was going to ask me a question. “So,” he leaned forward, “Are you in?”

LET GO

EVERYONE’S COMPLAINT DEPARTMENT:

THE more senior you become, the more you feel accountable for things. From future-proofing your agency to the never perfect processes that drive people insane, from the quality of work to the reputation of your agency, from the progress and growth of people to that idiot who never refills the ice-tray when it’s empty.

Well, you want to solve everything and feel like crap when you fail.

So you walk around with a stupid face that says – don’t disturb me with your petty concerns, can’t you see I’ve got all these important things to solve? Very good, Mr ECD feller, well done.

I’m sure you’ve inspired everyone into action. Limpeh give you one clap.

Then one day, someone told me that hogging all that shit is not a heroic act. In fact, it’s selfish. It took me many years to understand what he meant.

Yeah, I am a slow learner. You see, problems are actually great teachers. They compel one to

solve stuff and discover hidden talents. And when you do, you grow in confidence.

So if I hang on to it, which I normally and habitually do, I am actually denying growth to others.

Hmm. If that is so, please, by all means, take my problems. Take it. It’s up for grabs.

For too long, I’ve selfishly clung on to large portions of it with a misguided belief that it was my sole responsibility. I’m such a dumb ass. And to my discredit, I’ve passed on this bad habit to others, who with goodness, carry too much of their own burdens too.

So while this sounds wrong, I say, let’s share our problems and burdens to all and they will become problem-solvers. People are more awesome than we give them credit for. Well, maybe not everyone, but yeah, we all need to learn how to trust people a little more and give them the freedom to find their own ways to dig themselves out of any hole.

Objective “I don’t know how I’m going to do it. I just know why we have to do it,” said Peter, co-founder of One Nation Fits All. “Rempah is going to bring Malaysians together, and more than thatwe’re going to attract, mentor and develop small businesses.”

To be fair, the idea had been swirling in Peter’s head, in one form or the other, for the better part of the decade. By the time we met in Aug, he had already secured a location (Tamarind Square, Cyberjaya) and a few partners (Balai Seni Negara, BookXcess, Coffex, and Sunway Group). Tujuan Gemilang provided the location without charge. The remaining companies agreed to set up booths- and provide entertainment- for free.

Even as we spoke, the idea, however malleable, seemed to be taking shape. Everything was going to be completely voluntary, including services provided by the two-person (freelance) team sitting outside his office.

Challenge “With BookXcess as partner, we could potentially bring in 3,000 visitors,” said Peter. “We just need to find something for them to do.” On the table, beneath his hand, Peter had a list of people he wanted to call, and companies/ brands he’d like to partner with.

In planning the event, Peter and team knew that 1) They didn’t have experience organizing an event of this scale, 2) If they were going to ask performers (Artists, dancers, musicians, singers and so on) to volunteer their services, they would at least have to feed them, and 3) Set up

and clean up aside, there would be many teething and unforeseen problems along the way.

Truth I mumbled something about having too much work and excused myself. We caught up two weeks after Rempah ended. This time, Peter was less excitable and more sombre. Not that the festival was a failure.

By all accounts, it was a huge success with rave reviews from exhibitors and participants.

“How did you pull it off?”

I asked. “I made many calls,” said Peter. “Hello and How are you was quickly followed by an apology: Please forgive me- I don’t have any event management experience but I’d like to invite you to take part in a truly Malaysian festival.”

With that opening line, the team attracted a puppeteer, storyteller, stand-up comedian, tattoo artists, music band, dancers, musicians from Malaysia, Nepal and Japan, and more. There was a creative writing workshop, sword performance, social art experiment, art exhibitions, lots of food, and more.

“When you remove the smoke and mirrors, and don’t try to be something you’re not- there will be people who will join you on your journey,” said Peter. “In the end, it wasn’t about the event.

But what Rempah represented: A Malaysian story, a delectable blend, togetherness. After all, when you make a Malaysian dish, you don’t use just one rempah.”

Answer Rempah started at 9.16am with a rousing NegaraKu

performance by the UPM U3A senior choir and ended at 9.16pm. There were 4 MCs: One each for Bahasa, Chinese, English and Tamil listeners.

“I think lives were touched,” said Peter. “We had people from all ages and races sitting together, mingling, laughing, sharing precious moments. We see this at the mamak and in public transport yes- but not often at events organized outside the city centre.”

“To make sure our performers are fed, I went to each restaurant and food truck- asking if they could feed our performerswithout charge. Many readily agreed.”

For the next half hour or so, Peter shared learnings, anecdotes and the rakyat’s feedback of his maiden festival.

There was even a lesson on faith- the team didn’t have sound and stage until 4 days before the event! But you’ll have to buy him a Teh Tarik for the full story. That is, if he’s not too busy planning for Rempah 2019.

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

IT’S TIME TO RECOGNISE MALAYSIA’S BEST MARKETERS! THE MALAYSIAN CMO AWARDS IDENTIFY TALENT, TRANSPARENCY, TENACITY, AND A TAKE CHARGE ATTITUDE...

To recognise and acknow contributions, inspirin remarkable achievers from communications industry. for client-side mark CMO/VP/GM/ Head of Ad Retail/Data/Digital in b

Nominations are FREE at https://marketing

wledge the immense ng leadership and m Malaysia’s marketing Nominations accepted keters including dvertising/Marketing/ brand marketing.

gmagazine.com.my/cmo2018/awards

NOMINATE THEM NOW!

marketingmagazine.com.my/cmo2018/awards

Time to recognise Malaysia’s Best Marketers!

Brave and brilliant marketers deserve fame too.

The first ever Malaysian CMO Awards are here to reward the best in the business of marketing.

Winners Announced:

5 November, 2018 Awards Evening:

16 November 2018 (6.30pm – 10.30pm)

DEADLINE EX

26 OCTOBE

FREE TO NOMINATE: marketingmagazine.com.my/cmo2018/awards

XTENDED

ER 2018

Best Marketer in B2B Marketing Best Marketer in SME Marketing Best Marketer in Omni-Channel Marketing Best Marketer in Millennial Marketing Best Marketer in e-Commerce Marketing Best Marketer in Travel & Hospitality Marketing Best Marketer in Sustainable Brand Marketing Best Marketer in Education & Training Marketing Best Marketer in Media & Content Partnership Marketing Best Marketer in Customer Experience Marketing Best Marketer in Event & Experiential Marketing Best Marketer in Retail & Promotions Marketing Best Marketer in Festive Communications Marketing Best Marketer in Data & Technology Marketing Best Marketer in Loyalty & Engagement Marketing Best Marketer in Influencer Marketing Best Marketer in Social Media Marketing Best Marketer in Mobile Marketing The Marketing Trailblazer Award will be betowed on the marketer who is never afraid to push the boundaries of innovation within their category. This award will go to the brave marketer who has made a difference with fresh thinking and breakthrough work.

Marketing Trailblazer - Telco Marketing Trailblazer - Financial Services Marketing Trailblazer - F&B Marketing Trailblazer - Digital Marketing Trailblazer - FMCG Marketing Trailblazer - Media & Entertainment The Rising Marketing Star is awarded to the most promising young marketer under 30 who is making waves in the local industry with ground-breaking ideas, strong strategic skills and has a tenacious will to grow in this industry.

Rising Marketing Star - Financial Services Rising Marketing Star - Telco Rising Marketing Star - F&B Rising Marketing Star - Digital Rising Marketing Star - FMCG Rising Marketing Star - Media & Entertainment Malaysian CMO of The Year 2018 (no entries required) There can only be one! This coveted award honors the marketer who checks all the boxes. The judges will be selecting the deserving winner for this award and will be looking for a leader who has pushed the boundaries and shown the way for new posssibilites. The true game-changer!

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UNIVERSAL MCCANN PICKS UP AGENCY OF THE YEAR FOR THE 7TH TIME

The integration of the GrabPay wallet was done through GrabPlatform, a suite of APIs that enables partners to access components of Grab’s technology like logistics and payments. This is the first of its kind integration in a partner app for the Grab Platform.

VML AND Y&R UNITE TO BECOME VMLY&R

IPG Mediabrands Malaysia’s full-service global media agency, Universal McCann picked up the coveted Agency of the Year (AOTY) title for the 7th time at the Malaysian Media Awards (MMA) 2018.

This year, UM outshone, bagging eight golds, five silvers and three bronzes, across the categories. Some of its best works that won it the gold included Mudah.my, KFC, TM and Spotify, with Mudah.my’s “Goodbye, Goodbuy” campaign picking up the Grand Prix and winning UM the Advertiser of the Year award.

UM group managing director Amit Sutha was overjoyed and said that the wins including recovering the title, speaks volumes of the work the firm does and the talents it has.

GRAB AND FAVE FORM STRATEGIC PARTNERSHIP TO ACCELERATE GROWTH IN SINGAPORE AND MALAYSIA

MEET THE NEW CREATIVE AGENCY WINNERS!

WPP announced that creative agency Y&R will merge with digital network VML creating a new entity called VMLY&R and will be led by Jon Cook from Kansas City.

This move by the new chief executive officer Mark Read’s is in response to demands from investors and clients to streamline the organization which employs 150,000 people around the world.

“This is an important step as we build a new, simpler WPP that provides clients with a fully integrated offering and easy access to our wealth of talent and resources.” VML global CEO Jon Cook, who spent 22-plus years at the Midwestern shop, will lead the company and report directly to Read. Y&R global CEO David Sable will step down from that role to become non-executive chairman while continuing to support the newly formed company in unspecified ways.

NESTLE SHIFTS ITS MEDIA AGENCY FROM MINDSHARE TO ZENITH AND PUBLICIS ONE

Fave and Grab, two of the leading O2O platforms in Southeast Asia, today announced a strategic partnership to accelerate growth for both platforms across the region.

The partnership combines the strengths of Fave’s broad merchant network as well as its FaveDeals platform, with Grab’s large user base and growing ecosystem. Fave’s best-in-class merchant sales team, will onboard merchants for GrabFood and GrabPay in Singapore and Malaysia. This will further accelerate the growth of respectively the fastest growing food delivery and mobile wallet services in these countries.

This is part of Nestlé to find ways to manage media requirements such as strategy, planning and buying, in line with rapidly-changing digital platforms. n January, Society the creative and digital content agency within IPG Mediabrands Malaysia was appointed the digital agency of record for Nestlé brands MILO, Nestlé Ice Cream & Nestlé Breakfast Cereals.

Nestlé has appointed Zenith as its media agency in Singapore, and Publicis One as its media agency in Malaysia. Mindshare had held the business for around two decades prior to the review.

“We look forward to partnering with an iconic brand with products that are essential in our everyday consumer’s life, and helping to drive strong media value and grow their business,” said Helen Lee, managing director, Zenith Singapore.

According to global consulting firm for marketers and agencies, R3 Worldwide, there was a flurry of winners especially for creative agency, FCB Kuala Lumpur and Mediacom.

FCB Kuala Lumpur won PropertyGuru Malaysia and Marriot International accounts in the month of July. In August, FCB won the UEM Sunrise account.

In April, BBDO won the Perodua account, MullenLowe Group won the Tesco account and VML won the Grab Food account.

MediaCom won three accounts in the three consecutive months, June, July and August – Adidas, Mars, and Alibaba Group.

Carat, part of the Dentsu Aegis Network won the global Microsoft account in the month of April

LON WONG BECOMES SPORTSFIX CHIEF TECHNOLOGY ADVISOR

technology. “I am happy to support this novel transition, the traditional OTT platform will soon utilize the use of a consensus mechanism from its members to access video content.”

ADVERTISERS AND MARKETERS ARE LARGELY UNCONCERNED WITH FACEBOOK’S LATEST SECURITY BREACH

At the end of September, Facebook faced an attack on its computer network which exposed the personal information of nearly 50 million users. Facebook has provided few updates so far on the extent of the attack but said that third-party apps that allow users to log in using Facebook credentials were not affected as far as they could tell.

For marketers, the lack of information about the extent of the breach and what it will mean has led to some confusion.

Overall, though, they are continuing business as usual—at least for now. “[Data breaches have] happened so many times that people are like, ‘Well, this sounds pretty bad, but what are we going to do?’ We still have to advertise on Facebook,” said Kevin Urrutia, a co-founder and partner at the agency Voy Media, which specializes in Facebook and Instagram advertising. “ … At some point, you become so used to it that it barely registers.”

POLITICAL PARTIES SHOULD NOT BE BARRED FROM OWNING NEWSPAPERS

Founding member of NEM Foundation and CEO of ProximaX, Lon Wong was appointed SportsFix Chief Technology Advisor recently.

SportsFix is developing a self-contained token ecosystem, for sports content, namely the SportsFix Digital Stadium. Backed by blockchain technology, the community-based platform allows every sports fan to watch, engage, and be rewarded by their favorite clubs and communities across the globe.

Lon Wong is a long-time advocate of blockchain

The Edge Communications Sdn Bhd publisher and group chief executive officer Ho Kay Tat said that political parties should not be barred from owning media companies.

“I don’t believe in having this restriction. I believe that anyone who wants to invest or to start

a media company should have the right to do it,” he said in an interview with The Breakfast Grille show host Joyce Goh. “Why should we say that political parties cannot own media? Let everyone compete and ultimately the public will decide which media works and which media does not work rather than restrict anyone from owning media,” Ho said in the interview on BFM Business Radio.

“DISTRACTED BOYFRIEND” MEME IS SEXIST, RULED SWEDISH AD WATCHDOG

Who doesn’t know the distracted boyfriend meme that went viral last year? The stock image called “Man Looking at Other Woman” by photographer Antonio Guillem was even named meme of the year and was one of the most widely shared memes in 2017.

However, it looks like feelings are not mutual in Sweden. The Swedish advertising ombudsman, Reklamombudsmannen, has ruled that internet company Bahnhof’s use of the meme in a post on social media was sexist.

The advertisement objectifies women,” the ombudsman, RO, said. “It presents women as interchangeable items and suggests only their appearance is interesting … It also shows degrading stereotypical gender roles of both men and women and gives the impression men can change female partners as they change jobs.”

MARKETERS CONTINUE TO STRUGGLE WITH INTEGRATED CAMPAIGNS

Marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. A failure to

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understand cross-channel behaviour and uncertainty around optimising their media investment are the primary reasons.

The findings are according to the Insight Division at Kantar’s latest annual state of marketing study, stated Getting Media Right The result in these disconnects is that many marketers are missing opportunities for growth, with 40% still using ROI measurement approaches that are primarily focused on short term-sales. This, despite an overwhelming majority of respondents, 85%, saying that the most important approach to ROI is a blend of both short and long-term measures.

DIGITAL IDENTIFICATION FOR MALAYSIANS IN FUTURE

INDIAN COFFEE SHOP CHAIN SARDARBUKSH CHANGES NAME AFTER SUED BY STARBUCKS Communications and Multimedia Minister Gobind Singh Deo said that all Malaysians may soon have a national digital identification card.

“A plan for a national digital ID is being formulated. This digital ID is not meant to replace the MyKad nor would it be mandatory for everyone,” he said at the launch of the Malaysiakini e-commerce summit on October 11.

Gobind said that such an ID would provide a verifiable platform of trust. “Let me give you an example. He added that a national digital identification would have many merits and be an integral and crucial platform for the digital government initiative which was announced at the ‘Malaysia: A New Dawn’ conference on October 9.

An Indian coffee shop chain rhyming with Starbucks and with a similar logo has agreed to change its name after being sued by the US giant.

Starbucks, which entered the vast Indian market in 2012 and now has 125 outlets, began legal proceedings against “SardarBuksh”, which has 25 shops in New Delhi, in July.

“Our name rhymed with Starbucks which is why the court has ruled (on Thursday) in their favour,” Sanmeet Singh Kalra, co-founder of SardarBuksh, told AFP. The company has agreed to change the name to the not-particularly-different “Sardarji-Bakhsh” within two months.

But Kalra said that his logo, which like Starbuck’s is a circle of green and black with a figure at the centre, albeit his one being a man in a turban and not a mermaid will not change.

UNUSUAL AD COMPARING NURSING MOTHERS TO MILKING COWS DRAWS MIXED REACTIONS

An advertisement likening nursing mothers to cows being milked has received mixed reviews from the public. The risqué ad by breast pump company Elvie shows four mothers in a barn with cows in the background.

The song features lyrics like “Yes, I milk myself, but you don’t see no tail” and “In case you hadn’t noticed these are not udders, they’re my boobs.” Elvie is promoting its silent and wearable breast pump.

The whole idea behind the advertisement to show the freedom of movement and ease of use of the breast pump while being on the go and to change the perception towards breast pumps. At the end of the video the women reveal the breast pump tucked into their bras.

AIRASIA COLLABORATES WITH GOOGLE CLOUD TO BECOME TRAVEL TECH COMPANY

AirAsia is collaborating with Google Cloud to integrate machine learning and artificial intelligence (AI) into every aspect of its business and culture as part of its transformation into a travel technology company.

AirAsia Group Chief Executive Officer, Tony Fernandes said the group has been at the forefront of adopting new digital technologies since its inception in 2001.

“Google Cloud enables us to make full use of the data we own, opening up new opportunities and enabling us to build new businesses,” he said at the two-day Google Next ‘18 conference and industry event.

Fernandes said the group would build two big platforms, the first being airasia.com, which would be a one-stop digital travel platform where customers could book their travel needs ranging from flights, accommodation, tours, ground transport and entertainment.

He said the second platform would be the ‘’BigLife lifestyle’’ site which would be like combining Kayak, Tripadvisor, Groupon and eBay into a single platform.

“This move is an investment to further strengthen our Nestlé presence in Malaysia. The MILO plant in Chembong is an integral part of the Company’s business, supplying MILO domestically and contributing exports to over 20 countries,” Nestlé Malaysia chief executive officer Alois Hofbauer.

The Chembong factory will be the world’s biggest MILO manufacturing centre of excellence.

To facilitate this, Nestlé Malaysia will be moving all existing MILO manufacturing operations from its Petaling Jaya Factory to consolidate and expand MILO production at the Chembong factory.

NEW DIGITAL AUDITING TOOL A GAME CHANGER FOR IPG MEDIABRANDS REPRISE

IPG Mediabrands Reprise unveiled the Digital Experience Audit, a digital auditing platform that is designed to measure overall performance and progress of client campaigns.

DXA’s auditing process will allow clients to see the steps in the lifecycle of a campaign and review its overall success.

According to Graham Wilkinson, Reprise global head of product, the DXA was designed to monitor the progress of the campaign and allow the agency to make changes efficiently. He also said that the auditing platform looks at specific digital channels including paid search and social, organic search, and mobile.

Reprise APAC managing director Ben Poole said their APAC clients were demanding a faster approach to identifying gaps in consumer and marketing performance.

FACEBOOK WILL BE PLACING ADS IN WHATSAPP’S STATUS FEATURE FROM 2019

NESTLE’S BIGGEST MILO PLANT TO BE IN MALAYSIA

Once again, Mark Zuckerberg has proven that Facebook has failed to protect our personal data with the recent 50 million data breach. Now the company has confirmed that ads will be filling up everyone’s favourite social chat app, Whatsapp. This will kick off from 2019.

So for those consumers who have a knack for updating their statuses through Whatsapp’s Status stories feature, you will be sorely disappointed.

Facebook wants to interrupt some of these Statuses with short ads, although details are light.

Nestlé (Malaysia) Bhd is investing over RM100 million to expand its MILO factory in Chembong, Negeri Sembilan. The move is in line with its strategy of driving strong, profitable growth and well as Malaysia being a key manufacturing hub for Nestlé Group.

WhatsApp’s co-founders were famously against ads, and supportive of encrypted messaging – two major reasons why the app has become so popular.

A WhatsApp spokesperson confirmed this change would take place next year, but said all messages would stay “end-to-end encrypted”.

Goodbye marketing, hello engagement!

November 16 is a great day for marketing communications and media players in Malaysia as we are hosting the CMO Conference & CMO Awards in one day.

Marketers have never been in a bigger dilemma than today, and also have never been in a more connected time than now. AI, AR, machine learning and the chance to integrate data with intelligence.

Programmatic, Blockchain, Chatbots, Brand Safety, trust deficits, and the list is endless. Marketing happens everytime you engage with your consumer.

Damien Crittenden VP - Client Strategy Xaxis APAC

Arvind Sethumadhavan

Chief Strategy & Innovation Officer, Dentsu Aegis Network Asia Pacific

Dato’ (Dr.) Hussamuddin Hj. Yaacub

Schrene Goh

Head of Marketing (Global Market) Malaysia Airlines

Chairman, CEO & Group MD Karangkraf Media Group

Kenny Wong

CMO UEM Sunrise Berhad

Srikanth Ramachandran Director, Moving Walls

Rishi Pahwa

Tai Kam Leong

Head of Marketing Wipro Ginvera Marketing

Head of Brands & Partnerships Maxis

Datuk Seri Dr Hasmiza Othman (DSV)

Juliana Chua

Founder - Vida Beauty

GM of Marketing Pavilion Kuala Lumpur

Prof. Dr Lee Karling

INTI International University

Jayaram Gopinath Nagaraj

Timothy Johnson

SVP of Marketing Product & Partnerships INTI International University & Colleges

Norsiah Juriani Johari

VP, Brand & Group Comms Johor Corporation

Lim Imun

General Manager, Marketing Munchworld

Date 16

November 2018

Ben Mahmud

General Manager Blaze Digital Malaysia

Head - Strategy & Business Development, Downstream Marketing, Petronas

| Time (8.30am – 6.00pm) | Venue The Grand Ballroom, Sime Darby Convention Centre marketingmagazine.com.my/cmo2018/conference