Adoi Malaysia 2004 April May Issue

MALAYSIA'S #1

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Editor's Note

REGIONAL PUBLISHER Harmandar Singh aka Ham ham@pop.jaring.my CONTRIBUTORS Josh Sklar Dean Johns Kurt Crocker Greg Paull Nicky Watts Millicent Danker Kapil Sethi ART DIRECTION/DESIGN TM Ali Basir ali@ham.com.my Amirul Hafiz ©Faisal amirul@ham.com.my ADVERTISING EXECUTIVE Rameshvinder Singh ramesh@ham.com.my Mobile: 012 205 6217 OFFICIAL PHOTOGRAPHER Jen Siow/Jen Studio

THE recent election brought a much needed breath of fresh air. And I'm sure it will augur well for the Malaysian ad industry. In the light of governing in a transparent manner, one now has to take a closer look at how the business of adver­ tising is conducted. As I mentioned in last month's issue, our industry is so small that everyone knows who does what and who pulls the strings to get what they want. Since I'm still smarting from my shortlived career as a screen actor, I'd like to keep my comments terse and blunt this month.

How is that the Made-in-Malaysia ruling is being rampantly ignored when there's no official notice annoucing the rule has been waived?

Ask anyone worth his or her salt in the local ad industry and they will know what and who I am talking about. My compliiments to our new PM and I wish him all the best in his strive to make us a more respon­ sible, accountable and fair nation. Respectfully

Some questions worth pondering: How is that an executive decision maker of a government agency who handles an account worth hundreds of million ringgit every year has an interest in an international ad agency?

PS: We have a confession to make: As result of last year's Malaysian Creative Circle (MC2) Awards, 55 personnel from 25 ad agencies attended our professional development workshops How is it that a major nationwide public service in Account Planning, Presentation Skills, Interac­ campaign worth over RM100 million was award­ tive Marketing and Copywriting. Details are listed ed to a high-profile, self-styled 'advertising guru' on Page 34. For every 10 entries, we offered a scholarship worth RM500. without an open tender?

dDOl IWHATS HOT INTHISISSUE

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HIGHLIGHTS DISTRIBUTION Five E-Comm Sdn Bhd ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Or. Ismail, 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7710 0522

Dean Johns: Driving Sales Shu Fen: Talent Matters Kurt Crocker: Does A Big Head Equal Big Succes? AdFest 2004 Nicky Watts: Lobby Hobby! SPECIALS

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INTERACTIVE Josh Sklar: Anyone See My Couch Potato? ® All rights reserved by Sledgehammer Com­ munications (M) Sdn. Bhd. No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher and the editor assume no responsibility for errors or omis­ sions or for any consequences of reliance of information in thispublication. The opinions expressed in this publication do not neces­ sarily represent the views of the publisher or editor. Advertisements are the sole responsi­ bility of the advertisers.

EXCLUSIVE INTERVIEWS Up close with David Boturac Practising The Positioning We Preach Magicmakers Weave Their Magic Discovery Asia

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CoverStory

David Butorac has been Chief Operating Officer of Astro All Asia Networks (AAAN) since Sep­ tember 2003. He has been Director and Chief Operating Officer of Measat Broadcast Network Systems (MBNS) since September 2003 and November 2002 respectively. Prior to that, he spent 14 years with British Sky Broadcasting, (BSkyB) the UK's largest multi channel television platform. He held a series of positions with BSkyB including Head of Operations of Sky News (1989-1992) Head of Opera­ tions BSkyB (1992-1995) and Station Manager (19952002). He sat on a number of BSkyB subsidiary company boards, including Sky News Australia, Sky Healthcare and several property nomi­ nee companies. In addition he was a Trustee of the BSkyB pension fund from 1995-2002 and chaired the trustees from 1997 to 2002. On secondment from Sky, David was Operations Director for the launch of Foxtel in Australia (1995) and undertook consultant roles for other News Corporation broadcast companies. Prior to 1989, David worked in television news broad­ casting in Australia and the UK. He was sec­ ondary educated in Perth and undertook tertiary education at Curtin University (1980-1982) and Harvard Business School Boston in 2000.... You have been championing the growth of the television category ever since you came on board. Where are you coming from on this? Television is the most successful medium for the advertiser in terms of awareness and reten-

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tion. As is seen in most international advertising markets, television delivers real brand retention and the market share that TV occupies in Malaysia seems to be very light by comparison. Research underlines the fact that when a nation­ al campaign runs simultaneously on TV, Print, Radio as well as outdoor and other mediums, the best awareness comes from TV (40%), Print (28%) and Radio (18%) These numbers are broad­ ly in line with the value adver­ tisers place on these respective media in other markets and I would expect to see the share of Malaysian Adex splitting broad­ ly along these lines in the future. As such, broadcast media, particularly television, with a 26% share of Adex, are greatly undervalued and there­ fore offer the advertiser the best growth potential in the future. I firmly believe that all TV broadcasters in Malaysia can reap the rewards of encourag­ ing the recognition of the value that TV delivers and the relevance as a medium. Was the change of the ASTRO logo worth it? Who designed it? Astro undertook a complete re-branding of the corporate and channel brands during 2003. The objective was to create a brand identity not just a logo change. We undertook an audit of the Astro brand and developed the central values that we seek to represent. They are Progressive, Cele­ brating, Professional and Bold. In the way we undertake our approach to our customers, our staff and the community in which we operate, we seek to extol these brand values through our

marketing, the value of the services we offer and the attitude of our company and its employees.. We also undertook a change in the manner our company is marketed, moving from a tech­ nology focus to a value focus. The Malaysian consumer is now very aware of the concept of multi channel television, so the drive into new customers must come with the reinforcement of the quality and choice of the services we offer not the cost of the Set Top Box. To under­ take such a complete re-alignment of the way in which we are viewed, it was essential to re­ launch the look. To assist our local teams in this process, we retained the services of Lambie Nairn, a WPP group company and one of the leading brand agencies in the world. Lambie Nairn undertook an extensive audit of our existing brands and designed the new looks for both our corporate brands and the 14 channel brands we re­ launched. The production was undertaken by Ambience Entertainment in Sydney, under the guidance of London based TUrquoise Branding and the internal Astro Creative teams. The advertising campaigns to launch the brands were conceived and executed by our Malaysian advertising agency DY+R under the

guidance of Rishya Joseph and his creative team and the production of the Brand com­ mercial was done by DY&R and Pegasus pro­ duction in Kuala Lumpur. The research we have undertaken since the launch has shown an overwhelming leap in the brand perception and decision to acquire Astro and we view the new brand launches as being a great success. I believe you've commissioned ACNielsen to truck ASTRO's viewership. What can you share with us on this? Yes. Astro is committed to the provision of daily viewer ratings for all of our channels. Cur­ rently Nielsen Media Research (NMR) track total share of viewing in satellite homes and the resultant figures reflect spectacular viewing patterns and audience profile for the platform. The Astro viewer has a far higher AB profile than all of the other TV broadcasters. We have contracted NMR to expand the number of TV homes in the audience research panel significantly and to track the individual share of viewers for each of the channels on the Astro platform. I am very confident that these figures will reflect a great share of viewing for Astro's channels.

In the US, there's much talk about the TiVo, which skips through commercials of recorded tv programming on digital video recorders, what's your take? Personal Video Recorders (PVR's) of which TiVo is one brand, will revolutionise the way in which television is watched. In the markets where the product has launched, such as the US and the UK, the viewer experience has been greatly enhanced. The PVR product has started as a premium product, but is rapidly becoming a mass market product as the cost of acquisition drops. However, the concerns that you have iden­ tified in your question have not been realised in the markets in which they have launched. In fact, given the ease of operation and the capac­ ity to timeshift programmes, the viewer in the PVR home watches considerably more televi­ sion than those without and is thus more valu­ able to the advertiser. The beauty of Digital platforms, with which PVR's are coupled, is the wealth of new adver­ tising opportunities that are presented, from interactivity to banner advertising to wrap around sponsorships and product placement. Whilst we should not anticipate the demise of the 30 second spot, the opportunities for new

ways of advertising to supplement that spot are rapidly growing with the advent of technolo­ gies such as the PVR. Digital platforms, such as Astro's, offer the advertiser the real opportunity to interact with an active viewer rather than a passive viewer and the largest share of growth in television markets worldwide in advertising has been into multi channel digital homes during the last few years. Astro will launch our own version of the PVR during 2005 along with a substantial growth in the number of channels on offer to the consumer. ASTRO going public has really rocked the broadcast industry and I believe there's even more good news on the horizon. How do you see the future? We were certainly pleased with the confi­ dence with which the domestic and interna­ tional investment markets and the Malaysian retail investor viewed the float of Astro in Octo­ ber 2003. We believe that the growth opportu­ nities for our business remain strong and we are committed to increasing our subscribers and revenues in line with market expectations. Indeed, we have just published our first set

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CoverStory

From left: Anthony Yeap, Director of Media Sales,David and Goh Seow Eng,Director of Sales & Marketing

of full year results for the year ended January 31st 2004 which saw the addition of 299,000 new subscribers for the year bringing the total subscriber base at the end of January to over 1.28 million, representing a 30% increase in a single year. This means over 5.8 million Malaysians have access to Astro daily. Our revenues increased by 24.2% to RM 1.4 billion, providing us with our initial profits of RM 12.3 mil. Our current growth rates under­ line that our projections for the year ahead remain in line with the market expectations. Malaysia's advertising expenditure has always had print leading the way, unlike most other markets, where tv leads. You see this shifting anytime soon? As I identified earlier, the Malaysian adver­ tising trends certainly defy international experi­ ence in other markets. Whilst the issue of Made in Malaysia does create certain idiosyncrasies in this market, I believe that the advertiser will benefit from the greater value that TV advertis­ ing offers them. The benefit of access to the defined demographic profiles that multi chan­ nel platforms offer will see increased value. As such, I do see that TV advertising will grow to more closely emulate the rates of benefit it offers. ASTRO's subscriptions passed the million mark sometime back, in a timeframe that's probably historic for a satellite broadcaster anywhere in the world.. Astro was very pleased to grow past the mil­ lion subscriber mark during 2003. The rate of growth placed us as the fastest growing DTH platform in Asia and is a good recognition of the efforts of the Astro team over the last 7 years. I am also very pleased that the rate of growth has now increased, with our year end residential subscribers being 1.28 million or 27 % of the Malaysian community. No other broadcast

6 |dDOIMARKETINGCOMMUNICATIONS

platform in Asia is growing at the rate of Astro. We are seeing substantial growth in all sec­ tors of the market and we are looking forward to the second million customers in far shorter time than the first. On current trends, there is no reason to believe that we will not achieve that! How are you converging the web, call centres, CRM programmes with your offerings? Astro is actively investing in the enhance­ ment of all aspects of our customer care, includ­ ing CRM and Call Centre operations. We have recently opened a second call centre in Ipoh to cater for our rapid expansion in subscriber numbers. We have also recently finalised a substantial investment to replace our aging Subscriber Management Systems with a new Customer Relationship Management system which will allow us to greatly enhance the capacity to deliver quality service to our customers. With relation to convergence, the emerging technologies of interactivity on the platform as well as mobile and on-line services allow us to interface with our customers in ever more user friendly ways. We will continue to develop applications to launch on the platform to enhance the viewer experience as well as the opportunity to inter­ act directly with our customer care teams. Can you update us on Akademi Fantasia, it's taken the country by storm? Akademi Fantasia was a fantastic success last year and one we are truly proud to have created. The effort that went into the format and the production by the Astro teams was first class and the resultant phenomenon that was created is an accolade to all who worked on the programme. And I am happy to report that series 2 will

be even greater! We are currently involved with auditions for the second series and the response has been amazing. This year, auditions are being carried out in all parts of Malaysia and the sec­ ond series will premiere in May this year. We are also already seeing huge uplift in interest from the advertising markets for Series 2 and have recently closed a landmark sponsorship deal. The key to the success is the educative nature of the programme and the fact that the successful contestants receive positive tutor­ ing in all aspects of the performing arts. Unlike other formats that have been used elsewhere that rely on ridicule and negativity as their unique points, Akademi Fantasia pro­ vides a positive and constructive environment for the contestants and an experience that all in the community can share in. I believe that is what led to its huge success in Malaysia. We are confident of the continued success of Akademi Fantasia and in creating a whole new generation of Malaysian performing artists. If there's one thing you'd like to see change in out television industry, what would it be and why? I view the television industry as a passion and I get truly excited about the prospects for the future of broadcasting. In an environment where we are able to provide true consumer choice, the opportunities in the future are amazing and the development of the Digital platform will expand the entire concept of television viewing from both a viewer per­ spective and a business perspective. We are greatly heartened by the experi­ ence with interactive advertising in other mar­ kets and the huge benefit that it brings to the advertiser. Experience in the United Kingdom has shown that, on average, the viewer spends 7 minutes in the domain of an interactive advertiser when navigated there from an interactive 30 second spot. The opportunity for the advertiser to mar­ ket the viewer more successfully are magni­ fied by a factor of more than 10 times when they are within the specific domain of the interactive advertisement. The new opportu­ nities that the growth of television broadcast­ ing brings are truly limitless and expand all the way to point of sale. I certainly look forward to continuing Astro's growth and success as Malaysia's pre­ mier cross media and entertainment platform. If pressed for a single change, it would be that the advertising community come to appreci­ ate the absolute benefits of the strength of the platform in the same magnitude that our rapidly expanding viewer base does, and are able to share in the rewards that the quality of those viewers offer. And in terms of changes that we will offer to Malaysian viewers and advertisers on Astro?? .... just watch this space., the best is yet to come! ©

Discouery

UPCOMING EVENTS May 13-16

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MALAYSIAN ADCONGRESS 2004 Theme:Towards Marketing Utopia. Contact:Matthew on 03-7660 8535 or email: matthew@macomm.com.my

NEW YORK FESTIVALS: May 15,2004 Entry Deadline for Interactive Awards June 1,2004 Entry Deadline for Global Awards for Healthcare Communications Email:MDemetriades@newyorkfestivals.com

May 15th-CLIO FESTIVAL 4 unforgettable nights of gala celebrations and 3 stimulating days of conference offerings will mix with

Dear Ham, I wonder if the man (it must be a man) from last month's Letter to the Editor, who praised the Toshiba fridge ad, and signed himself para­ doxically as AdCritic, works for the agency that perpetrated it. Anyway, I doubt that he represents the tar­ get market, so his admiration is a small matter. Humour and even sex can be powerful techniques when used appropriately and when governed by good taste. Frivolous statements make it seem as though the advertiser doesn't take his product seriously. And if he doesn't, why should any­ one else?

sunshine and beach to create the "must-attend" industry event of the season. In addition to sessions with industry heavy-hitters such as Bob Isherwood and

Yours tastefully, Tim Clark

Kirk Souder and panel discussions including the likes

21 in Kuala Lumpur. I must say, from my North American per­ spective...Media has already changed in many ways with the blurring of borders in terms of reach.... Coke, Pepsi, Sony, Toyota, GEetc., etc. But the real question today is 'What is the return ion investment?' (ROI) and 'What is the return on involvement?' ROI for brands making their way into for­ eign markets, it is no longer a question of media blurring...but where is the Value? It's about 'the message' being delivered...and whether the audience listens up or tunes it out. Example: the 30 second TV spot compared to the 4-5 minute TV spot. This is the big question coming out of agency gurus in New York, London, L.A. and a host of other top advertising centres.

of Ty Montague and Kirk Baxter,the festival will host the Lifetime Achievement Award presentation to honour Lee Clow ofTBWA/Chiat/Day. Register now at www.dioawards.com.

My dear friend Ham, Hope all is well with you. I just read the e-mail about the Malaysian Media Congress on April

Puteri Gunung Ledang coming soon in May 2004

BIGGEST EVER MALAYSIAN MOVIE GETS SET FOR INTERNATIONAL PLAY

From left: Gil Rossellini (Rossellini & Associates), and Dato' Shazalli Ramly (representing Enfiniti)

Malaysia's biggest ever movie production, Put­ eri Gunung Ledang, is now being prepped for the international market through an exclusive distribution and promotions deal between the Malaysian-based Enfiniti Productions and Rossellini and Associates, a media and enter­ tainment company with offices in New York, Rome, New Delhi, Bombay and Bali. Puteri Gunung Ledang, Enfiniti's maiden

8 |dDOf MARKETINGCOMMUNICATIONS

production, is a historical Malay-language peri­ od drama about love, adventure and nationalist pride. The movie, set in the late 15th century the Golden Age of Melaka - recounts the tragic romance of a Majapahit princess and the leg­ endary Malay warrior Hang TUah. Tiara Jacquelina and M. Nasir play the lead­ ing roles, supported by Christine Hakim, Sofia Jane Hisham, Slamet Rahardjo, Adlin Aman Ramlie, Shairulizam Dato' Abdul Rahman, Dato' Abdul Rahim Razali and Shararuddin Tambi. The movie, budgeted at RM15 million, is Malaysia's biggest-ever production, with a cast and crew comprising some of Asia's distin­ guished and promising actors and crew. "Puteri Gunung Le-dang has all the elements of an epic-scaled international blockbuster," says Dato' Shazalli Ramly, the film's producer. "Asian films are now starting to create a sizeable impact in the lucrative Euro­

Michael Fromowitz MANTRA ADVERTISING WORLDWIDE, New York. pean and American markets. We are confident that this movie has a strong potential in putting Malaysia on the international movie-making landscape." Dato' Shazalli adds that the movie's visual style, photography, universal themes and other strong elements makes it a natural contender for a successful launch that can be enjoyed by mainstream audiences globally. Rossellini and Associates was appointed as a partner in this project following an exhaustive search for an internationally recognised media company with worldwide connections to secure distribution and promotional deals. "Our credentials as producers, marketers and distributors is well established since the early '80s, and we're now expanding to Asia as we see a growing interest for product from this region," says Gil Rossellini, President, Rossellini and Associates. Rossellini confirms that his company is cur­ rently in negotiations with several major distribu­ tors to handle the release of the movie in Europe, the United States, and other parts of the world Says Rossellini. "The movie is truly stunning and a piece of work that all Malaysians can be proud of. This is the perfect vehicle to launch Malaysia's first movie in the international arena." Rossellini produced and directed documen­ taries for television and Imax before launching his own media and entertainment company. Apart from serving as a theatrical distributor for independent companies like Miramax, his com­ pany also develops feature film projects with RAI Cinema and Four Films. Rossellini and Associates also provides movie packages to Asian Pay-TV operators like ZEE TV in India and Star TV.©

CONGRATULATIONS Y.A.B. Dato' Seri Abdullah bin Hj. Ahmad Badawi Y.A.B. Dato' Sri Mohd. Najib bin Tun Hj. Abdul Razak on leading Barisan Nasionai to a resounding victory in the 2004 General Elections

The overwhelming mandate you have received is a clear indication of the people's faith in your leadership. We look forward to a better and brighter future as you aspire to lead Malaysia on to greater Excellence, Glory and Distinction.

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'Let's Duit Click with Ambank Group AmBank Group launched its third 'Let's Duit' campaign began in January. The five-month programme which ends on 31 May 2004 was launched due to the tremen­ dous response from the first two 'Let's Duit' Campaigns. This is part of AmBank Group's on­ going efforts in offering products and services that meet the trendly lifestyles of AmBank Group's increasingly sophisticated customers. AmBank's Mohamed Azmi commented on the success of the campaign saying, "Our first 'Let's Duit' Campaign, which offered free DVDs and Digital Cameras, saw a huge cus­ tomer response and we were inundated with over 80,000 applications. Building in that

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momentum, we launched the second 'Let's Duit' campaign ended oon 31 December 2003 and again surpassed our most optimistic projec­ tions. So whilst I am very happy with the result, I hera that some of the staff at our processing centres are starting to say "Lets Duit SLOWER!" He adds, "Let's Duit Click Click' is targeted to assist with the growth of our Gold and Classic card for both our Conventional and Al-lkslif pro­ grammes. Every successful Goild principal card member will receive a welcome gift - free 17" Samsung Flat Screen TV or a gift voucher valued at RM500, which can be used to upgrade to a bigger Samsung TV model of their choice." "Classic card members are offered a compli­

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CAR advertising hasn't always been awful. In fact it has quite a rich heritage, hitting its peak with the work by DDB New York for Volk­ swagen that the US advertising industry voted the Best Campaign of the 20th Century And so it was. To take Hitler's "people's car", turn it into the beloved "bug" and persuade millions of auto buyers in the land of the big yank tank to "think small" was a quite astonishing achievement. But with all too few shining exceptions, automotive advertising's gone downhill ever since. So much so that even the mightiest have fallen, with VW itself a couple of years ago launching one of its clutter of mid­ sized models with the pathetic proposition "Don't think small." But many car agencies and clients seem to imagine you can compensate for smaller and smaller ideas by making budgets bigger and bigger. And certainly 2003 was a bumper year for adherents of the mini brains/major bucks

philosophy. The marketers of Australia's 20 leading makes spent almost $500 million last year - and their dealers maybe double that much again - on some of the most forgettable advertising in living memory All I can remem­ ber from market leader Toyota ($65.6 million or $352 per car sold) is the long-familiar slogan "Oh what a feeling". But that beats the heck out of runner-up Holden ($59.5 million or $339 per car), of whose campaign I recall nothing at all, and Ford ($30.7 million, $242), also nothing, even though I happen to own one of its cars. But at least if the top-sellers' advertising came across as more an optional extra than anything to do with creative style and per­ formance, they didn't charge their cus­ tomers too dearly for it. Nor did some of the high-ticket marques like Mercedes ($531 per car sold) and BMW ($925). But some makes really put the pedal to the metal, with ad spends per sale ranging all the way from rich (Daewoo $1522, Kia $1911, Saab $2927, Volvo $3640 and Jaguar $4535) to outright reckless (Chrysler $7516).

How much mileage did agencies and their clients got out of all this? All I can say is what I've seen for myself. Mitsubishi ($42.8 million or $588 per car sold) has suffered so many dents in sales and market share in recent years that road rage has broken out between its design and marketing heavies and it's finally fired its longtime advertising agency Honda ($19.8 million, $642 per car) caused an outcry with a commercial showing a guy's old vehicle driving itself off a cliff in an act of what I sup­ pose you could could call hari cari. And Mazda ($31.7 million, $595 per car) still persists in running its amazingly irritating "Zoom, Zoom, Zoom" commercial. Thank goodness for us auto advertising buffs that Volvo has at least matched a very high investment ($3640 per car) with its out­ standingly inventive Euro RSCG "Bloody Volvo driver" campaign. It's certainly hottedup the brand's safe but stodgy image, report­ edly doubled intention to purchase and, if there's any justice at all in car advertising, also started driving-up sales.®

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Opinion

tlf^ positioning r we preach9 BY TIM CLARK

tinue to provide a very attractive point of differ­ ence. All O&M have to do is keep his spirit alive. What a fitting tribute to one of the first admen to recognize the importance of building a strong, consistent brand-image, that the agency he founded should survive him with one of the most respected brand names in the business.

TAKE a parity product or service in a saturat­ ed market, and give it a distinctive and credi­ ble positioning that will, with suitable adver­ tising support, become established positively in the consumer's mind. A tough task. But one we advertising wizards are often called upon to perform. For example, an ad agency in Singapore was once asked by its client, a major hotel, to come up with a fresh, new advertising cam­ paign. The account director asked the client what he thought was his hotel's point of dif­ ference. The hotelier replied evasively: "You are it. We are the only hotel in Singapore that R&D • Production has you as our ad agency." (Incidentally, both the hotel and the ad agency concerned have since gone out of business.) But this raises a question. How can ad agen­ cies be expected to do for others what they are so feeble at doing for themselves? After all, how many ad agencies have truly succeeded in posi­ In contrast, it puzzles me why DDB Inter­ tioning themselves strongly and distinctively? As an industry we seem to shy away from national should have relegated the great name advertising ourselves. This is akin to cobblers of Bill Bernbach, one of the founding fathers of whose children run barefoot. Is it arrogance that modern advertising, to a mere initial. There's persuades us that we don't need to advertise nothing distinctive about a row of initials in our business. And if they had ourselves? Or is it fear that used this internationally prevents us from risking renowned name, they pre­ making a spectacle of our WHAT WAS OUR sumably wouldn't have failure to do so? Because PRODUCTION MANAGER needed to add the word this time we couldn't blame DOING IN GEYLANG ON 'International'. MONDAY NIGHT? the client if we did. Tony's wife had to be Another agency that Of course, deciding on a told what he was up to. So He called her to con­ sports initials is BBDO (does distinctive positioning is dif­ fess that he desperately needed a separation. anyone know what they ficult. No wonder most The colour-separation was forour client Regent stand for?). Now they do agencies skip this funda­ Motors, whose artwork have a positioning. It could for the presskuneh of the spent half the night at the Times to meet the deadmental stage and plonk Land Rover Discovery separation-house in Gey- line without surcharge, probably be summed up as required special treat- Sang to give ithis personal Because for Tony, as for themselves on the over­ ment. The background attention. everyone at Chuo Senko,, to 'a tireless dedication pro­ to oneof the prints had to He even delivered the night-time activities are crowded platform of 'cre­ be etched out. So Tony negatives to the Straits all in aday's work. ducing great creative work'. ativity'. They then concen­ |jfc> CIIU) 8ENWL) A noble sentiment, no trate on finding the most doubt. But it's distilled into surprisingly different ways the tagline: "the work, the to protest their creative genius. Usually with a combination of show­ work, the work". Unfortunately this makes manship and puff-upmanship, which are not them seem like a sweat shop. And anyway, the techniques we would normally recom­ shouldn't it be "the work that works"? I mend for clients with something important to think David and Bill might have agreed with that adjustment. say for themselves. If a tagline is indicative of positioning, then One agency that doesn't need to worry Leo Burnett leaves us in no doubt that creative about positioning is Ogilvy & Mather. David excellence is its mantra with its maxim "Reach Ogilvy's personality, philosophy and legacy con­

16|dD0!MARKEllNGC0MMUNICATI0NS

for the stars". It reminds us of Oscar Wilde's pithy epigram: "We're all in the gutter, but some of us are looking at the stars". They are both ways of expressing the need to look beyond to find something positive. Such a poetic way of describing the alchemy that underscores the art of advertising does risk

appearing rather enigmatic, though. It wouldn't do to have our heads in the clouds to reach for the stars. But try telling J. Walter Thompson that. Their ad for their Malaysia office suggests that great ideas come from out of the blue. This implies that they only get bright ideas on sunny days. OK the ad is fun and it does tell us where their office is located. Nice spot. But beyond that, what is it that sets them apart? Many years ago, I was asked this question about Chuo Senko Advertising in Singapore. The prospective client wanted a good reason why he should appoint a Japanese agency (which in those days was little known). I told him that, although we were not one of the top twenty ad agencies, we would try at least 20 times harder to measure up to number one. And I told him stories about how our staff reg­ ularly went beyond the call of duty to keep our clients happy. He bought our promise, though we had to work very hard to honour it. And consequently we acquired a positioning summed up by the words "going the extra mile for our clients". We even ran a series of ads to reinforce the fact. However, it's been a tough act to follow. And if Chuo Senko were to move into a splendid tower like JWT, our announcement ad photo would have to be a night shot, taken at 3am, with all our lights on.©

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Discover the Science of Carat The result of over US$20 million investment in R&D every year, our tried and tested tools and processes give us proven capabilities to deliver our clients' communications needs.

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InterActive

Anyone see my couch potato?

BY JOSH SKLAR Founder LogicWorks- josh@logicworks.us

I was reading a report from the Nielsen Media Research company a while ago that showed how men in the U.S. between 18-24 years of age are abandoning television. Even the hit shows like E.R., The Simpsons and Friends are being battered by the ever-increasing desertion of their fan bases. This could be a very telling rea­ son why network executives are scrambling to outdo each other in the scantily-clad reality TV genre - above and beyond the old "If it seems popular we should saturate the market with copycat shows until people completely get sick of it." technique. The question is: Where are they going? There are nearly 20% fewer people in this demographic watching the shows from

the same period the year such as TiVo, Replay and those built into set top before and, more impor­ tantly, the ads! Certainly boxes offered by cable "If it their televisions didn't all companies like Time conk out at the same time. Warner allow viewers to seems popular The out-of-touch net­ capture the shows they we should saturate work executives may be want, watch them when­ ever they want and skip confused, but the answer is the market with copycat the commercials (with full in the availability of new rewind, fast-forward and media options. These guys shows until people pause control - all the dumping TV are download­ things a guy likes). That's ing movies (and shows, completely get sick music, applications, games, not new but these compa­ of it." nies, led as always by TiVo, porn) off peer-to-peer Inter­ net services such as Kazaa are adding new media serand Limewire; ordering vices to the boxes that enable them to connect to DVDs from online compa­ nies like Netflix.com; playing networked a wired or wireless computer network. Con­ online games such necting them gives them the added capabilities as Unreal Tourna­ of watching libraries of photos on the televi­ ment 2004 (UT2k), sion that show up simply by being in the cor­ Battlefield:Vietnam rect folder on the person's computer. There's and Star Wars Gala­ nothing more to do. They can also act as MP3 xies; discovering players for music collections, allow people to online communi­ share recorded programs with friends, sched­ ties via Web Logs ule recordings remotely over the Internet and (blogs) and chat really, there's no end to the upcoming facilities rooms; chasing they will offer. Perhaps interactive television is their news junkie around the corner through these devices. Video recorders are becoming digital high by going from site to site for the entertainment systems. Video game consoles latest information; are moving toward morphing into conferenc­ and so on. Any of ing systems between groups who can talk to those activities and each other while playing over the Internet (as many more avail­ well as digital entertainment systems in their able with new tech­ own right). Gadgets and gizmos of all sorts nologies will easily from heavily feature-laden mobile phones to kill hours and hours the new generation of PDAs and Internet of one's time - tak­ tablets to digital camcorders to remarkably ing away from the easy-to-use recording studio software such as passive activity of Apple's GarageBand are preoccupying people sitting in front of a as they combine these wonders together in TV screen at a pre­ new and exciting ways they can show off to determined time thousands of their newest best buddies set by those media around the world. And you expect them to sit on the couch executives. Some of them are also now watching television!?!? Mystery solved. The new question is: Can multi-billion dollar industries and oth­ traditionally-minded advertisers and mar­ ers are just now keters figure out ways to capitalize on all these finding their rev­ new channels on behalf of their clients with­ out hitting dead end after dead end, constant­ enue potentials. Personal digital ly alienating the targets? It looks like that day video recorder everyone was biting their nails over during the (DVR) services Dot.Com time is finally here. Are you ready?©

He won't even get a merit. 18|dD0IMARKE!lNGC0MMUNICATI0NS

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Feel the Power of Carat As the largest independent media communications specialist in the world, our talented and passionate team players work hard together to make things happen. And our efforts can be synchronized seamlessly on a country, regional or global scale to give our clients competitive advantage.

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PeopleMatters

Brand IQ

TALENT MAnERS

Test your knowledge about brands with the following Quiz. Score grading: 9-11 Excel­ lent, 7-9 Good, 8-5 Fair, Below 4 so-so. Enjoy! 1. Ingvar Kamprad founded IKEA as a mail order firm back in 1943. How old was Ing­ var then?

Does the ad industry need a bit of Hollywood? Or NASA? We think a bit of both would help

2. What is friendly term that IBM is known by?

BYGOHSHUFEN

3. What is the world's leading brand of scotch whisky?

EVERY agency we've met ultimately attribut­ es their success or lack of it to People. Every client recognizes that how happy they are with the agency comes down to the People running the business. The opposite is also true with agencies blaming a large part of their unhappiness or non-profitability on the Client! So it's no surprise that a lot of the failed or troubled ma riages we see boils down to the caliber of the People. Now why does the advertising and the larger marketing community suffer from this inability to attract and retain good talent? The answer is pretty obvious. We don't practice what we preach! Our fascination with renegades is either hereditary or sheer vanity. It is perhaps overglamourising something that is not unique to the ad trade. After all, Bill Gates was also a high school drop out and Li Ka Shing doesn't have an MBA. We've all heard of school drop outs and dishwashers making their ways to agency boards and who's who in the industry, but we keep hush about top brains joining the trade. So it's no wonder the industry is generally consid­ ered a "flaky" bunch against the other profes­ sionals. The point here is that the industry can't rely on accidents to attract good people, it needs strategy and planning. Here are just some ideas that seem to have worked for others...

4. Who was the founder of the Adidas brand? 5. What's the name of the computer com­ pany founded on April Fool's day in 1976? 6. Which airline used the tagline "The World's favourite airline"? 7. What's the name of the company that owns the Barbie doll brand? 8. Which country did the tyre brand Bridgestone originate from? 9. What was the first major cigarette brand introduced by the R J Reynolds Tobacco Company?. 10. The ESSO brandname came from the initials of which company name? 11. Which company makes Oreo cookies? d\ddy -g 'Z stivfliny nsjjug -g puivj 'e oosiqvpj 'n idi[PM diuui{o[ '£ •Diq puvj/Y 2 &ds.id[ ma/\[ Jo tin -vdiuoQ HQ puvpims '01 uvdvf •§> ppsivd&ii 7 ddJSSDQ ipy 'P

20|dDOlMARKET1NGC0MMUNICATI0NS

1. Get'em young Most Fortune 500 companies have a strate­ gy in place for attracting the best MBA talent to their companies. Undergrads and post gradu­ ates are accosted by senior management, invit­ ed to company meetings as observers, and wooed by Dom Perignon and stock options. Agencies can start by having a booth at career fairs. Or send your HR directors to hijack some talents from television stations 2. Lifelong tmining We are notorious for high turnover and peo­ ple jumping for a $100 raise. And we're sorry have to say agencies have themselves to blame for that. It is no coincidence that most success­ ful businesses have low staff turnover. We were heartened to find evidence of that within our trade.. At one agency in India, new employees

enroll in a ten year training program - yes, the syllabus is spelt out to them for the next decade. They are, of course, a top 3 agency. 3. Cross Fertilisation Most motivated employees like to know where they can be in 5 years. Most employees also prefer not to have to leave the company to enrich their experience. But more often than not, we hear about clients moving within their organization, as opposed to agencies. Some agencies that transfer people have such a bureaucratic process it is more frustrating than motivating. 4. Hire your client Some agencies swap senior management seats for publicity stunts, we think that only makes good headlines. But more than that, we think hiring marketers to play leading roles in agencies not just fosters mutual respect and appreciation, but more importantly sends a sig­ nal out to the business community that we are serious about talking business, and not just fluff. Clients like Coca-cola have long been hiring agency people to be Chief Creative Officers and Presidents. Yet agencies are generally not suc­ cessful in attracting top clients. We believe it has more to do with tradition and an inward looking mindset than capability. Y&R defied convention to fish Ann Fudge from Kraft, let's wait to see who will be next. 5. It pays to Advertise Bizarrely, agencies spend less as a percent­ age on marketing than any of their clients do even their B2B clients that like agencies, consult. Some pay lip service to running ads within the trade, usually for awards, but few venture out beyond the community Ogilvy is perhaps the only company that have tried to raise its profile in a bigger way, through the Global Brand Forum. Perhaps this is the perfect mission for the local industry bodies to get together and raise funds for raising the profile of the ad and mar­ keting trade. © Goh Shu Fen is Principal of R3 Asia Pacific (www.rthree.com), the Asian arm of a global consulting group on agency compen­ sation and relationships

.

www.carat.com

The Art, Science and Power of Media Communication In an age of increasing competition your brand needs to work harder to stand out and grow market share. Carat offers you a clear unbiased vision and clarity of purpose from experienced professionals with bright ideas. Responding quickly to changing environments, we'll drive your business forward through powerful communication solutions. Find out more about how the Art, Science and Power of Carat can deliver you business advantage.

For further information contact: Andy Miller, Tel 2087 8300 andy.miller@carat.com

^ Carat

NYFestivals'04

GRAND AWARDS ANNOUNCED AT NEW YORK FESTIVALS 2004 TELEVISION AND RADIO ADVERTISING AWARDS Omnicom's BBDO New York Top Overall Winner, DDB Chicago Wins Radio Grand For Fifth Year Running

awarded to Master Communicao, from Curitiba, Brazil, for "Keys", a simple but effective spot for Ciavena Audi. Arnold Worldwide in Boston, MA, (part of the global network owned by Havas), production company harvest films in Santa Monica, CA, and Crispin Porter + Bogusky in Miami, FL, shared the Grand Award for Best Public Service Advertising for the

"Keys" Best Low Budget Commercial

THE New York Festivals announced the Grand Award winners in their 2004 Interna­ tional TV, Cinema and Radio Advertising competitions at a Gala Awards Ceremony held at the Hudson Theatre in New York City on Thursday, January 29. The event was attended by 250 advertising and mar­

keting executives from around the world, and Jim Ferguson, chairman and chief cre­ ative officer at Interpublic Group's Termerline Mcclain offices in Irving, Texas, pre­ sented the awards. In Television Advertising, a Grand Award for Best Low Budget Commercial was

The only thing he will pick up is his drink.

BBDO New York was the top overall winner at tonight's awards, garnering a total of seven Gold World Medals as well as their Grand Award.

22|dD0!MARKEnNGC0MMUNICATI0NS

"For everyone" Best TV Campaign

American Legacy Foundation's anti-smoking spot "1200". The Grand Award for Best TV Campaign went to Interpublic's McCann Erickson Argentina in Buenos Aires and their "For Everyone" campaign for Coca-Cola. The Grand Award for Best TV Commer­ cial went to Backyard Productions in Venice, CA, and advertising agency Eisner Underground in Baltimore, MD, for "Paper Tray", a spot for AccuServ. And the Grand Award for Best Creative Achievement went to Ominicom's BBDO New York, for the Fed-Ex spot "Desert Island" In Radio Advertising, the Grand Award for Best Commercial was awarded, for the fifth year running, to the "Men of Genius" campaign from Omnicom's DDB Chicago, this time with "Mr. Way Too Much Cologne Wearer". BBDO New York was the top overall win­ ner at tonight's awards, garnering a total of seven Gold World Medals as well as their Grand Award. Full results are available online at www.newyorkfestivals.com. Now in its 46th year, the 2004 TV, Cinema and Radio Advertising competition received over 3,000 entries from 55 countries. 40 Gold World Medals were awarded in Television Advertising, and five in Radio. The number of entries from overseas increased by about 10 percent, and now account for nearly four-fifths of entries in this competition. Judging of both the television and radio entries was completed entirely online by senior creatives around the world. This is the second year running that this process has been carried out online.©

Brands in the Spotlight

Mac-Apr 2004

Auto Bavaria

BMW campaign series at ELITE (KLIA)

Progresif. InovatiiIKHLA5,

Takaful Ikhlas goes Outdoor on the NSE.

A leadership statement at ELITE.

MOK1A

1NIKE "Speed Campaign" hits PUTRA commuters.

Heart of top*

Nokia's new creative at KLCC.

<s> WAIL'S

KAUOKttMUCtAAN

MM0-

Wall's mesmerizes KLCC shoppers.

BIG TREE

Giant travels far on buses.

Call us at 03 7880 9988 or visit our website at www.bigtreeoutdoor.com

Opinion

Does a Big Head equal big success?

came from the occasional freestyle guitar jam session in her office, which was shared by her current LB co-star, Ali. At the time, I found that cute and quirky, but not entirely productive.

BY KURT CROCKER Creative Director,Drayton Bird,Crocker &Mano

MY jaw was on my chest while watching a recent Larry King interview with Donald Thimp. A caller asked, "What's bigger, the money you have or your ego?" A nonplussed Thimp responded, "Larry, what successful person have you known that doesn't have a big ego? No one, right? You're a huge success, and I know you have a big ego. Larry."OK, it's not transcript, but that's the gist of it. (There were also calls about his hair, which Thimp actually defended!) Is a huge ego essential in our business as well? What is a "huge ego" anyway? Well, it's more than confidence in your abilities, that's for sure. According to Webster's New Colle­ giate Dictionary, "egotism" is defined as "an exaggerated sense of self importance." Is that a quality that we must all embrace if we are to succeed? From my vast experience in the business, and it's now been, I don't know, a million years or so, the answer is an unquali­ fied "YES".

Duh.

Even at O&M, both became stars. But, alas, O&M top guns like myself, failed to appreciate their spark. And their magnifi­ cence reached a new height in their upcoming days at Leo Burnett. So. Yasmin and Ali. TWo hugely successful creative people. Egotists? I attended a wedding to which Yasmin was also invited. Yasmin was to do a reading for the to-be-wedded couple. We had not seen each other for quite some time. But we shared a smile, a hug and a kiss. The host, in introducing Yasmin, said some­ thing close to, "And now, the celebrated cre­ ative guru at Leo Burnett ... uh, what is your title anyway?" To which Yasmin replied, "Copy­ writer." Egotist? Hardly. Thlented? Absolutely. Suc­ cessful? I want her BMW. Then we have Sir Martin Sorrell. For those who have taken refuge in a bomb shelter for Or perhaps, no. the past decade (and I'm not sure that's a bad Allow me to illustrate a couple of examples idea), Sir Martin is the big hobnob at WPP, the of contrary conclusions. I've known Yasmin owner of O&M and... oh you know, a really big Ahmad for yonks. For anyone just returning money guy. And, an undeniable "Success". Another story for you. Back in the days from another planet, Ms. Yasmin is the muchawarded creative guru at Leo Burnett, and for­ when I had a Board position as Executive Cre­ merly a copywriter at O&M, where we both ative Director of Ogilvy & Mather Direct, Sir Martin came to town. That is, to Kuala served duty. In her copywriter days at O&M, I fear, I Lumpur. All of the Board Directors gathered for underappreciated her style. Her inspiration a rather upscale Chinese dinner at a 5-star hotel

restaurant. Sir Martin, or course, at one end of the table's head. Our local "Country Head" (re: Managing Director) at the other. And all eight or so of us scattered in between. Sir Martin made an effort to get input from each and every one of us, as politically-incorrect shark's fin soup, the standard seasons dish and a remarkably unremarkable cashew chicken dish were served. Wine and cocktails and beer also made their appearances. At the end of the meal, as everyone was making a move to their respective limos (in my case, to my company Renault; in Sir Martin's case, to his room, because the dinner was held at his hotel), he said, "Kurt. Can I have a word with you?" I said, "Of course." Then his handphone rang. "Excuse me", he said, and walked away. And there I was. Alone in a small function room at a 5-star hotel. The waiters clattering in the background, clearing remnants of shark's fin soup. In my stupidity (respect?) I waited there for another 10 minutes. The room lights darkened. And then I left. To this day, I wonder what he wanted to say to me. Or ask me about. So if you are reading this now, Sir Martin, how ah? Apa itu?So what's the answer to my own question: Does a big head equal success? In the case of Yasmin, only talent and results are required. She has great confidence, as well as insecurity in her confi­ dence. And I think that makes for an outstand­ ing creative person. If you don't question, you become arrogant. And, ultimately, stupid. On the other hand, we have a person who excels at numbers. This is a man who can put a deal together (like it or not, in the case of Ogilvy), with incredible profits to show for it. Well, he has a bottom line to point to in his defense. No one can argue with his success. It seems to me, there's a sense of choice here. What's yours? Make your mark, by a sparkling display of talent and determination. Or succeed by getting and staying ahead by numbers. I've never, ever been able to manipulate. I can sell. I can be an advocate for causes, cam­ paigns, and strategies, creative approaches that I believe in. If that approaches advice, then take it. Or leave it.©

Reserve your copy now!

Limited quantities of Portfolio, a five-year collector's item coffee table book archiving the best of Malaysian award-winning advertisements is finally here. This voluminous large format hard-cover showcase is now available,if you want to order please e-mail: ragoosledge@yahoo.com or call 016-383 0681 to book your copy now. This is a non-profit project initiated by Sledgehammer Communications (M) Sdn Bhd. Limited stocks of Portfolio will be retailed at selected bookstores.

24| dDOIMARKEflNGCOMMUNICAHONS

CONFIDENCE MALAYSIA

II MALAYSIA

Continue to lead with the

*e RE

Readership Circulation Mingguan Maiayaia - S.604 million • Mingguan Malaysia - 580,096 copie NMR OS 03 CJan '03 - June *033 Utusan Maiayaia - 1.447 miilion • Utusan Malaysia - 253,840 copies NMR Q2 03 CJan (03- June *03)

^3

Source Audit Bureau of circulations / Nielsen Media Research Buiid your brands with us, contact

^

UTUSAN MEDIA SALES SDN. BHD. { 1 8 7 15 2 - U }

11-3, The Right Angle, Jaian 14/22 46100 Petaling Jaya, Seiangor. Tel: 03-7956 3355 Fax:03-7958 1 860

Outdoor Here are some oustanding examples of recent outdoor in Malaysia.... 1. National Telethon For Educationr04 Big Tree Outdoor Sdn Bhd sponsored several overhead panels and Unipole in support of the National Telethon for Education 2004. The fund raising campaign was aimed to provide educa­ tion for the less fortunate.

Big in more ways than one!

2. Twisties - Brand Awareness Exercise Imagine elongated hands reaching out for bags of Twisties. That is what you will see on 5 Putra LRT trains. Twisties conducted an aggressive awareness campaign by 'wrapping' the trains as well as decorate the interior of the trains with this eye-catching creative. 3. Nokia - NGAGE Nokia took on yet another creative way to highlight the new product by 'wrapping up' sev­ eral Putra LRT trains with visuals of the NGAGE cleverly converting the window panels on the trains to resemble the LCD panels of the mobile phone. This visual was also used in the interiors of the train to enhance further the launch. 4. Nike - Speed How does one demonstrate speed and motion on static locations? Nike has got the answer. By pair­ ing two 4" by 8" adtracks at the Putra LRT stations, Nike conceptualized a creative that highlighted not only the product but also the multi-frame move­ ment of the product moving from virtually one ad track to the other. The movement was so swift that it also made part of the transparency come off.©

Catch consumers' with

Robox

Robox. A unique combination of rotation and back-lit technology is extremely eye­ catching at restaurants, making any advertising message a definite standout. Viewable from all angles in the restaurants as well as outside, Robox is definately one medium advertisers make their brand the topic of conversation. should

Tableview (M) Sdn Bhd (527844-M)

Tahiti

11-8 The Boulevard, Mid Valley City 59200 Kuala Lumpur Tel: 603.2283.5800 Fax: 603.2284.1098 e-mail: great2B@tableview.com.my url: www.tableview.com.my

230% GROWTH IN 36

MONTHS. BRAND AWARENESS AT ALL TIME HIGH. NO. 1 AD SPEND AT RM 1,676,422 OR 23% OF ALL MATTRESS AD EXPENDITURE (ADEX'03).

CONGRATS, ^VonoI The Spinal Care Mattress

m

YOU'VE EARNED THE RIGHT TO WEAR THIS.

STUDIO

APPLAUD SLUMBERLAND (M) SDN BHD FOR BREAKING YET ANOTHER MILLION DOLLAR BRAND

CreativeTribute

Datuk Uincent Lee

Harmandar Singh aka Ham

Executive Chairman, Naga DDB

Regional Publisher, ADOI Magazine

When I first joined the advertising industry in 1975,

Last year, when I embarked on archiving the Best of

my family and friends didn't have the faintest idea

Malaysian advertising over the past 5 years,I knew it

what it was I did for a living. Mention the word

was something that just had to be done. No amount

"advertising" and the picture of a scruffy-looking

of rhetoric can do justice for not recording our indus­

man painting a signboard immediately came to mind.

try's accomplishments for posterity and the genera­

Show them ads and the response was, "But didn't the

tions to come.

newspaper do that?" Through a rigorous selection process, we hope we The Brits had their D&AD annual, the Americans had

have showcased the top award-winners who are

The One Show. But apart from a short walk and a

deserving of a place in our industry's history.

handshake at the 6As (what the Kancil Awards was called back then), Malaysian advertising had nothing

The task was daunting at first, but eventually it

to show.

proved just as satisfying. As a publisher who has recorded the accomplishments of major national cre­ ative awards for two countries in the region, I felt it

We still don't.

was my duty to do the same for my own country. Today, Malaysian ads are winning awards not just at I must also add that this project would not have been

the Kancils but at the regional level and at presti­ gious international shows like Cannes, Clio, The One

PORTFOLIO•

Show and D&AD. I thought it strange that we have

Thf} ges, gf Malaysian Mvertismg

nothing to remember such outstanding work by and

Jo

possible if not for the unwavering support of my dear 1999 - 2003.

„((y g CQpy e_ma//. ham@pop.iaring.my

friend Datuk Vincent Lee. In his own little way, he has demonstrated to all of us that action speaks louder

decided to sponsor this book.

than words.

Bill Bernbach said, "All of us who professionally use

It is my fervent hope that we carry this commitment

the mass media are the shapers of society.

as we move into the new century. My thanks to all the

We can vulgarize that society. We can brutalize it. Or

contributors who have made this project viable.

we can help lift it onto a higher level." This non-profit initiative is about you and your I hope this portfolio of the best Malaysian advertising

accomplishments.

will serve not just as an archive by which to remember our past glories but as a source of inspiration for future Malaysian advertising practi­ tioners to lift our thinking and our craft onto the next

Take a bow!

AwardWinners

The Gunn Report 99-03 Hi

The Most Awarded TV Commercials & Campaigns in The World 1999

Winners Fanh Ypar The Most Awarded Countries in The World

The Most Awarded Print Ads & Campaigns in The World | Ad Pts 25

OUTPOST.COM (USA) "Band"/"Forehead"/"Cannon"

Ad Pts 1999

VOLKSWAGEN/AFFORDABILITY (Great Britain) "Wedding"

26

2000

GUINNESS (Great Britain) "Surfer"

25

2000

VIRGINIA HOLOCAUST (USA) MUSEUM campaign

14

2001

FOX SPORTS TV/NBA (USA) "Alan & Jerome"campaign

20

2001

VOLKSWAGEN OF AMERICA (USA) "Hey, there's a..."campaign

17

2002

REEBOK (Great Britain) "Sofa"

23

2002

CLUB 18-30 HOLIDAYS (Great Britain) "Bar"/"Beach"/"Pool"

27

2003

PEUGEOT 206 (Italy) "The Sculptor"

22

2003

The Most Awarded Directors in The World

W |

1999

Frank Budgen (Great Britain)

16

2000

Traktor (USA & Sweden)

22

2001

Traktor (USA & Sweden)

26

2002

Frank Budgen (Great Britain)

2003

Daniel Kleinman (Great Britain)

1 st=

25

Thanonchai Sornsrivichai (Thailand)

1 st=

25

16

The Most Awarded Advertising Agencies in The World

?nm

IKA

200?

IKA

2003

IKA

1999

BMP DDB (London)

67

2000

Abbott Mead Vickers.BBDO (London)

47

Dentsu (Tokyo & Osaka)

1999

Volkswagen

2000

Volkswagen

2001

Volkswagen

2002

Nike

2003

Volkswagen

Wieden & Kennedy (Portland,OR)

2003

Crispin Porter & Bogusky (Miami)

1QQ

109

The Most Awarded Production Companies in The World Winner Pts

37

1999

Gorgeous Enterprises (London)

1st=

17

2000

Hungry Man (New York & Santa Monica) 1st= Gorgeous Enterprises (London) 1st=

26

Partizan/Partizan Midi Minuit

26

44 2002

298â&#x20AC;&#x201D;

The Most Awarded Advertisers in The World

Winner Pts

2001

USA i KA

Winner Pts

LEVI'S CLASSIC MEN'S 501's (Singapore) "Hugging"& campaign

Winner Pts

Winner Pts +999 ?nnn

40

50

1st=

17

(London, NY,Paris etc.) 2001

Partizan (New York & London)

26

2002

Gorgeous Enterprises (London)

57

2003

Morton Jankel Zander (Los Angeles)

43

The Most Awarded TV Commercials & Campaigns in The World 1999-2003

Year(s) BUDWEISER"Whassup" campaign

00/'01

JOHN WEST SALMON "Bear"

5= 7=

Great Britain

01/'02

THE INDEPENDENT'litany"

Great Britain

99/'00

GUINNESS "Surfer"

Great Britain

LEVI'S ENGINEERED JEANS "Twist"

Great Britain

NSPCC "Cartoon"

Great Britain

OUTPOST.COM "Band7"Cannon"/"Forehead"

USA

REEBOK"Sofa"

Great Britain

9

QTV'Danster" campaign

Great Britain

10

FOX SPORTS TV/REGIONAL campaign

01/'02

11= AXE DEODORANT SPRAY "Metamorphosis" FOX SPORTS TV/ML BASEBALL

Argentina

02/'03

USA

02/'03

"BoatVLeaf Blower"/"Nail Gun" PEUGEOT 206 "The Sculptor"

Italy

SONY PLAYSTATION "Double Life"

Great Britain

15= GUINNESS "Bet on Black"

Great Britain

NIKE "Tag"

USA

17= FOX SPORTS TV/NBA "Alan & Jerome" campaign

USA

JOHN SMITH'S BEER "Mum7"Diving7"Babies"& campaign

Great Britain

19= ADIDAS "Makes You Better"campaign

The Netherlands

19

01/'02

Argentina

19

01/'02

TELECOM ARGENTINA "Yawn"

02/'03

21= FOX SPORTS NET/NHL "Anti-Freeze"/"lron"/"Dumpster"& campaign STELLA ARTOIS "Doctor" 23= MTV/LATIN AMERICA

USA

03

Great Britain

02/'03

USA

"BabyV'Smells Like Britney"& campaign ORANGE MOBILE NETWORK "Hold Up" 25= LEVI'S ENGINEERED JEANS "Odyssey" LYNX BODY SPRAY FOR MEN "Ideal Woman"

Great Britain

He hasa better chance of winning at an Elvis lookalibe competition.

Great Britain Great Britain

NIKE "Shade Runner"

USA

VOLKSWAGEN OF AMERICA "Squares"

USA

3D0IMARKEHNGC0MMUNICATI0NS |29

~

Adfest2004

If,,.. p..,.,,~ lf~,..,.e;,~,

,r6l&i,.. l

ALAYSIA CREATIV WINS GOLD AND SII.J TBWA Tokyo and TBWA Singapore win Best of Outdoor and Best of Print

The Best of Film " Kill Bill Kill Bill"

It was an event to remember. Malaysia won big time at the recent Asia Pacific Advertising Festival in Pattaya, Thailand. Oglivy KL and Passion Pictures KL picked up a Gold and Silver for their MC2 Awards tvc and Leo Burnett struck Gold for 'Maze' developed for bookstore Kinokuniya and was the inspiration of Art Director, Jaideep Mahajan and copywriter, Ramanjit Singh. A great showing for Malaysia in a year when so few Gold were up for grabs. TBWA won the most awards to win Network of the Year and Agency of the Year was won by TBWA Singapore. Production Company of the Year was Matching Studio Bangkok, their star director, Suthon Petchsuwan was named Director of the Year; Client of the Year went to Singapore-based client Sphere Action Figures (who dat?). The Young Creatives competition, introduced this year, was won by Leo Burnett Singapore

Name Card of the month

30j aDOIMARKEnNGCOMMUNICATIONS

The Best FOR Rim Dir. "Gymnastic" Ogilvy KL's Gold "Screwdriver" Ogilvy KL's Silver "Robber"

team Victor Ng and John Loke. Best of Print went to: Sphere Action Figures 'As Real as it Gets' by TBWA Singapore. Best of Outdoor went to Adidas 'Vertical Football' poster by TBWA Tokyo. Best of Film went to: Soken DVD 'Kill Bill Kill Bill' part of a great campaign by Euro RSCG Flagship Bangkok. In total only 11 Gold, 22 Silver and 75 bronze awards were handed out. As far as individual agency performances go the list was headed by TBWA Singapore with a haul of 2 Gold, 1 Silver and 5 Bronzes, plus the Best of Year in print. Other multiple Gold winners were Dentsu Tokyo, a top performer at AdFest every year, with 2 Gold, 3 Silver and 1 Bronze and Euro RSCG Flagship Bangkok with 2 Gold and 2 Silver (all in TV) plus the Best of TV award. TBWA Tokyo picked up 1 Gold and 4 Bronze along with the Best of Outdoor. O&M Malaysia scored 1 Gold, plus a Silver and 2 Bronze awards. BBDO Singapore also did exceptionally well with the highest total of awards at AdFest - 3 Silver and 9 Bronze. O&M Singapore picked up 3 Silver and 7 Bronze. BBDO Bangkok got 1 Silver and 5 Bronze. Grey Auckland lead AustraliaD: and NZ agencies with 1 Silver and 5 Bronze and Lowe Singapore's haul was 1 Silver and 2 Bronze (all in TV). The judging panel of 20 was headed by

O&M Co-Chairman and Regional ECD, Tham Khai Meng. A total of 3,300 entries were received (up 24% on last year) and 725 delegates attended the 3 day festival. As part of its commitment to the development of creative standards in Asia Pacific, AP Adfest held the first Young Creative Workshop at this year 's event. A total of 20 junior creatives in 10 teams from cities around the region participated. Graham Kelly, Executive Creative Director from Saatchi & Saatchi Singapore moderated the 3-day seminar and awarded Tham Singapore with top honours. Chairman of the judging committee was Tham Khai Meng, Co-chairman Asia Pacific and Executive Regional Creative Director, Ogilvy & Mather Worldwide. He stated that there were fewer p ieces of award-winning work entered for the AP Adfest 2004 Crystal Lotus awards, "There was no strongÂŁ consensus from the judges, perhaps due to the different cultures, ages and personal tastes each brought to the tables, as well as the difficult year we have all experienced with SARS and the war in the MidleEast in 2003." "Eventually the cream did rise to the top, but client did not approve much revolutionary work. In print, visual lead to better executions but with little copy support, almost formuladriven. TV was refreshing, much more so then print but again it was 'slim pickings'."@

CIRCLE AWARDS ER AT ADFEST 2004!

The Best of Photography & The Best of Print " As real as it gets"

The Best of Outdoor " Vertical Football"

LB KL's Gold" Maze" Poster

The Best of Art Direction " Bench/ Box/Bridge"

The Best of Illustration "The Ring"

The Best of Transit

aDOI MARKETINGCOMMUNICATIONS 131

Contributor

Shifting Sands: Strategic Planners as Idea Custodians BY KAPIL SETHI FOR a relatively nascent function in this part of the world, the fuzziness that surrounds the role of the strategic planning function in agencies is perhaps inevitable. Do planners write briefs or do they do consumer research, write pitch strategy presentations or do they exist just to demonstrate some esoteric intellectual capital to clients? In my opinion, they need to do all of the above, but none of these is the real reason for their existence. It has been a long held view that a planner is the consumer advocate in the agency, where account management is the client's, and creative the agency product's. In the reality of brand communication, very often clients are, for a variety of reasons, inflexible on the strategic approach. Account management tries to moderate this with the help of planners using cosumerspeak and a competitive communication frame. 'JYpically, this is on the lines of "market leaders break the existing paradigm", or "research shows the consumer doesn't mind paying more for a drink/watch/mosquito repellantlphone that talks to them as individuals, makes them feel

The creative person naturally is primarily interested in the science and art of presentation, rather than necessarily with the content of the communication. So, generic propositions in the vein of "worry-free" or "safe" are great because they allow for tremendous scope for literal exaggeration and therefore cut-through execution, without always creating any real differentiation. Eventually, after a number of iterations, there are grudging concessions made, small victories had all round, and the advertising sees the light of day. Often, clients feel the work is not hard-sell enough, creative feels it is a sell out and consumers either don't get it, or they get it, laugh or cry and don't ever think about the brand ever again or even worse- are completely indifferent. This is where the real role of the planner gets put in stark relief. Consumer advocacy is an important, but in reality a small part of the job. Planners need to be idea custodians much more than virtually anything else. The hardest part is actually to come up with an idea that is relevant to the consumer and his life and culture, creates emotional affinity for the brand based on product truth, is competitive and finally has the potential to make both the client and the creative famous.

For examples, just think about your favourite brands and why you like and buy them so much, and you will know what I mean. They say one thing all the time, that one thing finds its best expression in the products sold under that brand, they say it in a way that holds your attention, makes you believe that it says "you" better than anybody else, and books get written about the people in the corporation and the agency that came up with it. The next hardest bit is to of course, sell it to the various stakeholders without the idea losing all sense of its ideaness and being reduced to things like "cheapest" or "innovative". If all this is done, and it happens very, very rarely, the planner must obsessively guard it with her life because this is the highest reason for the existence of the function. The pressures on good brand ideas are intense. Market and competitive dynamics, short term shifts in consumer trends, unrelated product extensions and the biggest enemy of all-the urge to do something "different". In this whole process, everybody has an agenda that responds to all these pressures except the planner. Sales, agency revenue, creative awards are not her domain, but consumer acceptance and the creation and growth of the most valuable intangible asset of any corporation-the brand, most definitely is. Therefore, good planners understand the pressure of short-term sales on clients and craft tactical messaging under the overall brand idea. They convince agency heads of the merits of a successful brand building case study on new business. And they get the hell out of the way of creative people as long as the brand idea is central to execution. fY

Columnist

HERE'S MY NIPPLE, WHERE'S MY AnENTION? BY GARY CAULFIELD Creative Director Ogilvy & Mather, Indonesia

There was a popular saying many years back in Advertising circles that went along the lines of: "Here's a picture of a dead dog, where's my award?" This was seen to be a bit of social commentary on the state of the abundant RSPCA, Community Service and Pro Bono ads that were being constantly awarded at most of the advertising award shows at that time. It seemed that any heart wrenching, touching story, or picture, regarding any man, dog, woman, or child, was an absolute guaranteed award winner, just waiting for someone to put a dog tag on it to register it as their own. Most of the work however, in actual fact, was indeed worthy of such accolades, and is a credit to those that searched for, then pounced upon these opportunities that existed then, and still do today... So when the furor

ul rtnru MARKETINGCOMMUNICATIONS

over the Janet Jackson and Justin Trrnberlake 'NippleBowl', or 'NippleGate' incident, (as it has become known), during America's biggest sporting event that took place recently, like millions of other doubters, I couldn't help but wonder who expected to gain the most from this obvious attention seeking stunt. Was it to assist the obviously flagging career of Janet Jackson? Divert the attention from the highly publicized and controversial court case of her brother? Highlight the Grarnmy nomination, and ultimate win for Justin Timberlake? Or simply a way of getting some form of advertising for MTV events? I guess only the powers at be, or the clumsy costume designer will ever truly know. And with clients paying as much as 2 Million Dollars for each 30 second TV commercial aired during the SuperBowl telecast, they must have felt quite cheated only to be upstaged by one of the cheapest tricks in the book. (By the way, I would like to actually read this famous book that everyone quotes from one day, anyway.. .).What it did seem to

signal was just how desperate it has become these days to try and stand out, or pop out, as the case may be. After all, even the queen of our Material World, Madonna, resorted to tongue lashing Britney Spears on Global Television to offset the fact she just launched her first children's book! It also struck me how it's becoming just as difficult to stand out in the advertising world these days. For those of you that aren't aware of the Toohey's Beer 'Tongue' spot that was produced in Australia last year which shows a tongue leaving the mouth of a sleeping man to cross the street in search of a cold beer, it seems to not only have got the jury's attention on all of the most prestigious awards panels around the world, but has proved to be equally as unpopular, amongst the horrified and disgusted viewers that wrote in demanding it be removed from their tv screens. Apparently the client is not that fond of it either, but luckily from all accounts the consumers are. As it seems, Awards are up! Complaints are up! But most importantly, Sales are up! And isn't that the most important thing .. . So if you're a client, or a Creative Director in town, and somebody comes to you one day soon with a crazy idea that you think is sure to get tongues wagging, or even tails for that matter, then please give it some serious thought. As it just may be the very thing your brand or product needs in order to make it stand out! ~

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mE:d1aBanc

TOP 10 LIST BY RM$ FOR COMPANY, DATE: 01-31 MAR 2004 Company

Total RM'IOI

Name

llnnd: AppetonTeengrDIN •lllle :Dreamguy • Dunlllon : 20 sees· Clent: Kotra Pharma • Agency : Naga DOB • CJUIIve Dhctor: Ted Um ·Art Dhctor: Richard • Copywriter:TedUm·~:English/BM/Mandarin·Sumnwy:~youwanttobeyour

girl's dream guy and looks tall, you better take Appeton Teengro\Nwith Calcium.

8lV RM'IDI

AXN RM'OXI

Ch9 RM'OXI

TV2

NIV7 RM'OXI

TV1 RM'OXI

RM'OXI

TY3 RM'IOI

WLT RM'OXI

Government Malaysia

7,647

404

279

264

1,139

1,168

1,969

2,028

396

Procter &Gamble (P&G)

7,291

1,586

0

0

1,000

0

1,557

2,782

366

Petroliam Nasional Bertlad (Petronas)

6,615

59

493

3,939

422

280

928

380

114

Maxis Communications Bhd

5,465

632

627

1,472

52

145

1,948

588

4,318

60

0

646 0

0

378

586

2,648

Colgate-Palmolive (M) Sdn Bhd (CP) RHB Bank, 100 Plus, 1 Utama,

$3,937

3,937

0

Sheraton Imperial, The Coffee Bean &Astro Malaysia Ai~ines System Bertlad

3,809

931

502

438

Celcom Malaysia Bhd

3,474

72

232

657

Unilever (M) Holdings Sdn Bhd

3,233

0

283

907

0

570

868

TV1Stop

2,822

0

0

2,822

0

0

0

0

48,611

3,745

6,353

7,f1JS

6,681

1,560

5,547

12,975

4,n4

TV2

Total RM'IOI :

1,930 61

2,453

604

TOP 10 LIST BY RM$ FOR PRODUCT, DATE: 01-31 MAR 2004 llnlnd : Astro Malay Channel·lllle : Mertuaku • Dunlllon :40 sees • Clent: Measat • Agency : DYR Wunderman • Creative Director : Veno • Art Director : KK Cheah • Copywriter :Zairuni Saad • ~: BM • Summary :After staying a while with his

family in the city, grandpa watched & liked the Astro channels so much, he felt sad when it's time to go home.

Brand: IKEA • T1tle: Eyes Wide Shut • Duration: 30 sees • Olent: IKEA • Agency : TBWA -ISC I Malaysia ·Creative Director: Chris Howden • Art Director: Ben Tan • Copywriter : Stephanie Tan • Language : English!BM/Chinese • Summary : When you are with lkea, your belongings are so organized that you can choose your working clothes with eyes wide shut.

Total RM'OXI

Product Name

8lV RM'OXI

AXN RM'OXI

Ch9 RM'OXI

NIV7 RM'OXI

TV1 RM'OXI

RM'OXI

TY3 RM'OXI

WLT RM'IOI

3,939

245

121

2n

145

114

0

0

Petronas F1 / Petronas Malaysian Grand Prix Sepang 19,20,21 March 2004

5,001

220

RHB Evo MasterCard - AXN - Fear Challenge

3,791

3,791

Maxis HoHink - Maxis Mobile Tips

3,609

329

627

1,232

0

834

Malaysia Ai~ines Ay Rest Arrive

2,245

931

350

438

0

525

Barisan Nasional

2,012

131

Tenaga Nasional Bert1ad (TNB)

1,806

276

MediaCorp - Astro AEC (WL1) - Hollan V

1,755

TV 1Stop - Redu Patch

1,721

265

1,016

304 820

54

131

588 296

526

0

0

1,755

0

1,721

Telekom - Mengundi /Tentukan Masa Depan Anda Terus Gemilang

1,654

154

300

105

311

520

264

253

19

80

306

270

3,592

299

798

3,872

3,2Ifl

Kumia Express Immediate Claims Settlement Total RM'IOI :

1,444

516

25,ial

2,182

5,925

5,143

TOP 10 LIST BY RM$ FOR MAIN CATEGORY DATE: 01 -31 MAR 2004

llnlnd : Olympus • T1tle : Apek I Auntie I Careful • Duration : 30 sees & 45 sees • alent : Olympus (M) Sdn. Bhd. • Agency : Lowe & Partners Sdn. Bhd. • Creative Dtrector:Adrian Miller I David Sin ·ArtDtrector : lan Lee · Copywriter:JamesYap (English) I Ronnie Uu (Cantonese)· Language :Cantonese (with English Subtitles) • SUmmary :Be careful what you say when taking photos with Olympus, because it also record voke. You don't want to say something bad about your husband or wife.

Cal8goly Name Service

Total RM'IDI 36,525

8lV RM'IOI 3,326

AXN RM'IDI 3,056

Telecommunication

20,812

1,165

3,522

Toiletries

20,776

1,829

221

Media, Publisher

11 ,946

725

636

2,855

1,274

56

Automotive

10,664

143

1,450

4,088

1,522

280

Financial Services

8,564

734

4,149

0

750

124

373

1,580

855

Medical, Drug

8,361

29

141

115

2,672

4,055

House Supplies

7,222

45

202

28

716

Food (F&B)

6,394

422

584

285

851

Drink (F&B) Total RM'IDI :

Ch9 RM'IOI 3,393

NIV7 RM'OXI 5,765

TV1 RM'IOI 1,884

118

4,577

218

712

9,375

1,125

805

3,904

11

2,895

7,186

3,923

154

4,197

2,047

1,047

1,416

718

TV2 RM'IOI 2,432

1,349

4,733

138

521

197

559

135,997

8,557

14,482

11,m

21,266

TY3 RM'IOI 12,113

WLT RM'IOI 4,556

351

2,564

3,309

24

m

1,862

1,588

424

1,996

889

2,612

9,281

44,963

23,065

TY3 RM'IOI

WI.T RM'IDI

TOP 10 LIST BY RM$ FOR SUB CATEGORY DATE: 01-31 MAR 2004 llnlnd : Pantene Hair Fall Control· T1tle: Scarf • Duration: 30 sees & 15 sees · Olent : Procter & Gamble ·Agency : Grey Worldwide Sdn. Bhd Malaysia • Creative Director : Andrew Bell ·Art Director : Kanny Chan • Copywriter: Andrew Bell • Language : Summary :Worry no more on your falling hairs as Pantene has a new product to reduce hair fall by 50% in two months.You will feel your hair thick again.

Cal8goly Name Telecommunication Service Provider

Total RM'OXI

8lV RM'IDI

AXN RM'IDI

Ch9 RM'IDI

NIV7 RM'IDI

TV1 RM'OXI

TV2 RM'IOI

18,645

1,088

2,151

4,327

218

705

9,101

1,056

Government, Corporation, Association, Utility

12,680

665

64

1,162

2,200

1,737

2,246

4,064

536

Entertainment, Sport, Leisure

12,556

697

2,220

750

2,124

0

32

3,208

3,526

56

154

4,197

2,047

1,143

2,763

386

Media, Publisher, Publication

11 ,946

725

636

2,855

1,274

Shampoos, Hair Conditioner

7,230

1,049

99

0

1,791

3,939

Petroleum Company, Product

6,615

59

493

422

280

928

380

114

Bank, Finance, Credn, Charge card, Unnlrust

6,343

218

4,091

260

103

264

1,172

236

Ai~ine

5,716

1,432

502

438

Laundry Detergent, Fabric care

4,419

25

0

Face Care, Cleanser

4,124

593

90,275

6,551

3,335

Brand : Petronas • Title :Tech magic • Duration : 60 sees • Client : Petroliam

Nasional Be rhad • Agency : Leo Burnett Advertising Sdn. Bhd • Creative Director : Tan Yew Leong • Art Director: Ng Choo Seong • Copywriter: Paul Prabhakar • Language : Englishi BMIChinese • Summary : Watch this wonderfully done TVC as it showcased how Petronas can help the Sauber Fl team, and Malaysia as well, to move forward.

Total RM'OXI :

10,257

207

0

209

1,005

146

761

0

772

1,180

672

8,853

13~

2,394

6,452

30,4(!;

11,553

2,973

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of a sexy, seductive vixen, desired by men and emulated by women. Though Ziana Zain was said to have been considered for the role of an ambassadress for LUX beauty soap, her consistency as a high calibre celebrity placed her above many of her peers in status and popularity. As fate would

The formula of "star appeal" is not new, but the fine art of applying this positioning requires a focussed discipline among strategic decision makers. Defining the right star-type, choosing the right star and adhering to the brand persona are critical for success. When in doubt, the brand personality and positioning should be

In today's market place, almost every Malay consumer has heard of VONO mat­ tresses. Random surveys tend to indicate that every two in three Malays can sing the VONO signature tune as heard on radio. VONO sales has increased tremendously in less than 36 months, and continued to go up and up. This year VONO has been accorded Superbrand status for its achievements. According to ADEX '03, VONO became the No. 1 spender in the mattress market at RM1,676,422 accounting for 23% of total mattress advertis­ ing expenditure in 2003. Many marketers no doubt have ideas brew­ ing, sometimes incubating upstairs for years before the coup. A good idea will bid its time to be unleashed. Not only were the conditions perfect for VONO, all the stars were aligned in its favour. Powered by ad agency Magicmak­ have it, Ziana Zain and VONO would come ers, marketing forces were harnessed to advan­ together to create the most sensational success ever seen in the mattress world. tage. Up till the end of 2000, the main consumer Prior to 2001 VONO was a contented objection was that the phlegmatic mattress brand price of VONO was in peaceful slumber under "expensive". The real the shadow of giants like objection, the ad Slumberland, King Koil, agency pointed out, and Dreamland. In the was consumers had early 1990s, a new star no emotional attach­ entered the Malay pop ment with any mat­ scene after giving up her tress brand as they all glamourous air stewardess looked and sounded job. She was beautiful, tal­ the same. Research ented and passionate also shows that a mat­ about her wish to be a Lights, camera and action on set tress is most likely celebrity. As we follow her career through the sold when one gets married to start a family, or decade, Ziana Zain would establish herself as a moves to a new house. The main consumer well sought after singer and actress. Her expectations from a mattress are focussed on achievements included platinums for her sound sleep and a great sex life. Strangely no songs and awards for best actress. Her screen mattress brand was well plugged into these roles somehow gave her the unenviable image vital consumer insights.

revisited. Whilst no one can guarantee if, a celebrity will catch a dose of a scandal or two, one should listen to the paparazzi who can tell you a few things about the true character of the celebrity they are stalking. A starlet is not a star, and knowingly choosing a star with known character flaws is suicidal. Some of the most common pitfalls marketers often get undone by are becoming overly dependant on one prized celebrity or be overcome with jealousy over a star's success. Either way, it's a losing game. The bigger a celebrity gets, the higher the brand awareness can be. So while the going is good, always put your star on the highest pedestal and make sure the whole world can see the radiance of your brand. For the press event that launched the new branding of VONO in February 2001, the celebrity was coached to impart a specific mes­ sage. Press invitations were personalised. The venue was prepped and the staging was done in advance. About fifty reporters including three TV crews turned up, who would eventually splash RM500,000 worth of media exposure on VONO and the star. All said and done the VONO story is not only one of runaway success but also demon­ strates how Magicmakers carried their strate­ gic direction into a profitable relationship with the client.©

BY THE HAMMER IN this exclusive piece, ADOI goes behind the scenes to unearth a story about how ad agency Magicmakers made a difference to a client's bottom line and good night's sleep. We inter­ rogate Magicmaker's Peter Lo (above) for the truth, and nothing but the truth...

38| dDOlMARKET1NGC0MMUNICATI0NS

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40| dDOIMARKETlNGCOMMUNICATIONS

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Branding

I WORLD •I MNCs AND FENG SHUI Along with a growing number of major corporations, Murdoch's News Corp. empire is quietly employing the 4,000-year-old Eastern practice as a way to improve its business success. Other corporate believers reportedly include Coca-Cola Co., which called on a feng shui expert at the suggestion of one of its Asian bottlers,as

Banking on insights

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well as Procter & Gamble, Hewlett-Packard and Ford Motor Co. WM MEDIA SPECIALISTS BECOME MORE SPECIAL Media agencies have always prided themselves on the role they play in marketing their clients'products. Now they want to bring that same levelof sophistication into how they market themselves. In a surprising develop­ ment, two top media shops - Grey's MediaCom and Publicis'Starcom units - have restructured their opera­ tions and created a top management role that is nor­ mally associatedwith their clients'businessesxhief mar­ keting officers. Starcom made its reorganization public on Wednesday, naming Steven Feuling an outsider and former marketing chief at Kmart to the post. •I SIEMENS CHUGS IN Siemens has set upa rolling road show,a 1,000-foot,14car train that is part multimedia blitz, part conventional trade show. Some cars hold gas chromatographs and other Siemens machines; others are fitted with plasma screens showing videos of Siemens products at work; still others have interactive maps showing Siemens locations. All are staffed with Siemens specialists who are well versed in the technologies.

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WM CYBER EXTORTION A Southern California computer programmer was charged Friday with attempting to blackmail Websearch company Google Incfor $100,000 by threaten­ ing to unleash a software program that would disrupt a lucrative Google advertising program, potentially cost­ ing the company millions of dollars. m CLIENTS JUDGE CANNES Marketers will be judges for the first time at this year's Cannes Lions International Advertising Festival. Three marketers, from Procter & Gamble Co., Hewlett-Packard and Ikea,are joining the Media Lions jury. •i OUT OF THIS WORD ADVERTISING Alexander Lavryonov, a spacecraft constructor and the inventor of the new methodof advertising,told Interfax that"space commercials could embrace huge areas and a colossal number of consumers.This would literally be intercontinental coverage. Huge writings in the sky made out of satellites could fly around the earth several times a day, and people would be able to clearly see advertising symbols and wordsat night."

421aDOIMARKEnNGCOMMUNICATIONS

Some degree of preference for Citibank must explain the throng of customers' cars outside its KL head office everyday or the number of people aspiring to own a Citibank credit card. Citibank has the largest credit card base, a wealthy, highspending customer base and a lead in home loan issuance ... all from a 3-branch footprint in Malaysia. Impressive. Worrying for local banks. like Citibank, foreign banks such as HSBC and StanChart are turning up the heat on Malaysian banks, forcing them to play a slicker game. With their strong brand appeal, they have leveraged keen customer insight, a global product range, depth of advisory expertise and strong tech­ nology platforms to make the most of a limited physical presence. With the onset of price competition and prod­ uct commoditization in a maturing market, a clear­ ly articulated and well-delivered brand can be a strong differentiator. Sadly, most Malaysian bank­ ing brands remain undifferentiated. Much of the "brand" activity takes place in the form of product and price promotions. Sure these are important to "hook" in new customers. However, it is the brand's ability to tune in to the customer's aspirational wavelength and consistently deliver a delightful experience that is key to retain cus­ tomers and capture greater wallet share. With robust growth banks lacked the incentive to understand customer needs and develop dis­ tinctive offerings. They are now realising change is required as market liberalization intensifies com­ petition and consumers become increasingly sophisticated. You may recall the "all-in-one" account and retail kiosk of the now-defunct PhileoAllied Bank as a notable early attempt to refresh the industry. Other gems have emerged since. Maybank is leading the local online banking charge with Maybank2U.com and CIMB is posi­ tioning itself in the premium financial wealth man­ agement space. Branding banks is not easy as they have a com­ plex mix of products, services, touch-points and people to orchestrate. How do we distil the needs of diverse customer segments into a singular brand promise? Is it a promise built around convenience, products, service, relationship or lifestyle? How does it translate into benefits for different seg­ ments, particularly segments with distinct needs like wealthy consumers? Can you credibly deliver the promise? How can it be brought to life in the customer's experience with your products, chan­ nels and people? Developing a brand promise and its visual identity is just the starting point. The fear is that banks will go through a round of window-dressing and re-launch with much fanfare while the same restless queues of customers remain in the bank­ ing halls. A lot more needs to be done to ensure

that the walk measures up to the talk. This goes beyond putting the proverbial cafe in the branch soon most banks will risk sporting the same prod­ uct ranges, comfy branches and look. Processes will need to be re-engineered, new products and services developed and alliances re­ evaluated. Most importantly staff need re-training. Charged with delivering the brand promise, they must buy-in to it in the first place. How does their role and behaviour fit into the customer journey? Wouldn't it be great to build an organizational cul­ ture from the ground up the way Midlands Bank (now absorbed into HSBC) had set up First Direct, its phone and online banking offer? Unfortunately, Malaysian banks are large organizations cobbled together through mergers. Training an elephant to dance is possible but it's really hard work. So what lies ahead for Malaysian banking brands? • Banks need to be bold in defining their brand. Let's move beyond our branch-ATM network size, our product range and how innovative we are (or want to be). It's time to discover our customers' aspirations and articulate how we will meet them. Capture that in a simple, distinctive promise that creates preference. • People have become visually sophisticated and design is key to putting a stamp of differentiation on the banking experience. Use visual and tactile cues to express the brand's personality and deliver the brand promise through a consistent experi­ ence. • Cultivating the right behaviour and aligning processes with the brand promise will be an inte­ gral part of any re-branding exercise. No more win­ dow-dressing. • As more consumers become comfortable with technology and a multi-channel banking relation­ ship, banks need to understand how various touch-points can be used to ensure a seamless and consistent experience. • Segment insights will be crucial. Does your brand have answers for the full spectrum of life stage needs? How well does your brand speak to the youth and retiree segments? With the growing financial independence and market voice of women, how will your brand connect with them? Complementary alliances will be crucial to ensure your brand fits snugly within each segment's brand-world. • With further consolidation, banks need to know where value resides in their brand portfolio and how this equity can be preserved or transi­ tioned. An established brand architecture and portfolio discipline will be essential in managing this increasingly valuable intangible asset. Banks will be challenged to form and maintain lasting relationships with more informed, demand­ ing and discerning consumers. The payoff lies in the opportunity to create or build preference and conquer share of wallet among consumers that seek to be empowered and delighted! ®

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Opinion

I ASIA WM VIACOM SIGNS UP IN CHINA Viacom Chairman and CEO Sumner R. Redstone announced several breakthrough partnerships,including a joint venture with Shanghai Media Group (SMG) that marks the first investment by a global player in a Chinese content production company. Extending its long-term relationship with the world's biggest TV broadcaster, China Central Television (CCTV), Viacom's MTV Networks International has reached agreements with CCTV for three major programming initiatives - including two deals for Nickelodeon andCCTV's 1st partnership to fight HIV/AIDS. Viacom also announced a strategic relation­ ship withTsinghuaTongfang,China's leading information technology company. WM BRANAGAN TAKES OVER FROMDAVIS Saatchi & Saatchi named Shaun Branagan as regional executive creative director, replacing Craig Davis, who quit to join J. Walter Thompson Europe. Branagan, who has won major global awards, was creative director at Y&R Sydney from 1997 to 2003. •I KELLY MAKES WAVES AGAIN The Republic of Singapore Navy has crafted a direct mail campaign packed with action figures and Japanese-style anime in a bidto encourage youngSingaporeans towork for the Navy.The direct mail pack,developed bySaatchi & Saatchi Singapore, targets O-Level graduates by tapping into the collectible action figure rage sweeping Singa­ pore. According toGraham Kelly,executive creative direc­ tor at SaatchisSingapore,the Navy sent more than 25,000 packs to graduating teens. Each pack contained a col­ lectible action figure, including a navy diver and a naval systems specialist,which could be assembled using parts provided. WM BUSINESSWEEK FIRST FOR FOURTH TIME Results of the Asian Business Readership Survey (ABRS 8) show that more people rate BusinessWeek as their most important business read than any other regional maga­ zine -a consistent rating since 1997.BusinessWeek's read­ ership grew a healthy 9% on the latest release, now reaching 38,000 senior executives in 8 countries across the region - or over 16% of the total universe. This growth means that BusinessWeek is now the leading business magazine in terms of coverage as well as importance. In fact, BusinessWeek is the leading title overall against key targets such as telecoms decision makers, frequent trav­ elers and early adopters - all important individuals for business-to-business and upscale advertisers. Business­ Week is also the 2nd most cost effective regional publi­ cation on the survey as a whole.

Lobby Hobby! BY NICKY WATTS I first read Ham's musings in his Editor's note when I got the last issue of ADOI more than three weeks ago. Just before the election, I read it again and just before writing this piece, I read it for a third time to pick up some hidden mes­ sages on election advertising. Since stepping foot on these shores, I have been told by journalists that to get to the truth, you must 'read between the lines'. I did not understand what this cliche meant, but was later given a lesson in interpreting hid­ den messages. So, I first asked myself a few questions in relation to what Ham had to say. Question number one: Do people (or agen­ cies) get paid for creating ads for political parties or do they do it pro bono? Sorry, I couldn't answer the question and to satisfy myself, I put it another way: Do agencies bill political parties for creative work? What happens if the bills are not paid? Even reading between the lines, I was at a loss for words. Hence, the blunt question: Do agencies actually see a cheque or hard cash for their hard work? No answers were forthcoming (at least from my inner self) and Ham may have provided some answers (in between lines) in his note. He wrote: "Over the years, these middle­ men have been instrumental in securing busi­ nesses for agencies based on their intimate rela­ tionships with some big-spending clients." So, does doing pro bono work for political parties bring supplementary benefits? I still cant get an answer but with various government departments and statutory bodies

undertaking multi-million ringgit campaigns, does the 'middleman factor come into play? Ham again provides the answer, albeit, between the lines. He wrote: "Those who still tread the path to prosperity using age-old 'cable connections', beware. Because it has become common knowledge amongst our industry as to who knows who, who's on the take, who's going to win, no matter what and so on." This statement endorses the belief that there is a nexus between people with the links (read: people with direct lines to middlemen) and the clients who issue the cheques (read: the taxpay­ er's money). In the same note, Ham warns about the ethos of our new PM who has called for trans­ parency and accountability, which he argues forms the bedrock of the ad industry. Is it true or are we being asked to read between the lines? Many will agree with Ham's stand that million-dollar businesses have been awarded with open tender or pitching, but will all that change? There are many who have started going around cashing the many IOUs that were signed in the pre-election period. Others are hoping they will not be forgotten. Some ensured their 'deeds' would be remembered with con­ gratulatory advertisements. So, what is going on in this industry? Will anyone scratch another's back without a return favour? Will there be a level playing field and an undertaking that the goalposts won't be moved? Watch this space. In the meantime, Malaysia Boleh! ©

m MTV AND REEBOK DO THE HOOPLA International sports apparel giant, Reebok, gets further action in the youtharena as they come onboard as spon­ sor of MTV Hoopla - a brand new program that merges the worlds of basketball and hip hop music.MTV Hoopla, which premieres this month, reaches out to more than 150 million youths in Asia via MTV Southeast Asia, MTV Mandarin, MTV China, MTV India, MTV Indonesia, MTV Korea,MTV Philippines and MTVThailand. WM SPE Networks hires 29! SPE Networks - Asia, which operates AXN Asia and 24hour Japanese anime channel Animax Asia,has added 29 new staff to its headcount."Our new hires include Indian and Hong Kong nationals, Singaporeans,Taiwanese,and many others who have honed their skills all over the world,"says MrToddMiller,Managing Director of SPE Net­ works - Asia. •I OgilvyOne AsiaPac win at John Caples Awards OgilvyOne Asia Pacific performed well above its peers at the recent 26th Annual John Caples International Awards, with a tally of metals included one silver, four bronzes, and 11 finalists. Other Asian networks went home with only 1 bronzeand 2 finalists, combined/What sets us apart from our competitors is the strength of our network.This isespecially apparent in Regional andInter­ national awards shows. Here you'll find the other agen­ cies relying heavily on one or two offices to deliver results,'said Kien Eng Tan,OgilvyOne Asia Pacific's region­ al creative director.

4f|dOOIMARKEflNGCOMMUNICATIONS

What does Saatchi & Saatchi KL do when they want to chill out? Every 3 months or so, the entire officeqoe^mt for'Friday Frolics'.Over the pastyeaMt^jJpent white water rafting, go-jtarting, p^rn^b ailing, jungle trekking - eWn crawling through the Cu ChfTunnefnmSttnam! Last month thep spent the dayatjflfeme Park near Sunway Pyramid, j^-skiing and quad biking, foll&md by a few b^ers at The Backyard. Check out the wet smiles in the photo!

1

Aerobic" by Ogilvy & Mather Gold and one of the five Best Creativity Finalists

"Secret" by Saatchi & Saatchi Gold for category and Overall Winner for Best Creativity

Fighting Fish" Bronze by Lowe Limited

"Dog" by BBDO Bangkok Gold Award for category / Best Production Award Overall / One of the five Best Creativity Award / Top Press Pick

"Timeless beauty" Gold by J.Walter Thompson

1 MALAYSIA • TBWA-ISC \ MALAYSIA WINS SILVER, BRONZE MERITS IN NEW YORK The Hospitality Sales & Marketing Association International (HSMAI) paid tribute to TBWA-ISC \ MALAYSIA during the 14th annual HSMAI Adrian Awards Show at the New York Marriott Marquis and attended by more than 700 industry and mar­ keting executives. They won 1 Silver Merit, and 2 Bronze Merit Awards for advertising excellence for their Tourism Malaysia campaign comprising a series of TV commercials and print ads that were launched last year. m ARE YOU A MALAYSIAN IDOL? Now, one Malaysian has a chance at a major recording contract and Idol status! To register, log on to www.8tv.com.my or www.bluehyppo.com and look out for the Malaysian Idol icon, click on it and it will take you to the registration page. •I MACRO LAUNCHES AIR AWARDS! The Malaysian Association of Commercial Radio Operators recently announced the launch of their own awards - AIR (Anugerah * Industri Radio). Explained Aziz Hamdan, g ATR President of MACRO, "Any radio that has AWARDS been broadcast in Malaysia between 1st Jan 2003 and 31st May 2004 is eligible for entry. Any client, agency or radio station may nominate them­ selves for this award. The materials must reach the Air Award's office by 5.00pm on 31st May 2004."The entry fee is RM150 per spot and there are 4 main categories and 18 sub-categories.For details call 037660 8535 or email macro@macomm.com.my m DAPAT KEEPS ON GETTING! DAPAT, the brand name of the latest info-source SMS service is also the alphabet­ ical representation of short code 32728 = DAPAT. Successfully launched in Feb­ ruary as the first Short Messaging System (SMS) aggregator in Malaysia "ONE NATION ONE SMS NUMBER!" Azli Paat, Executive VP of Interactive Vista, the people behind this product says, "We embarked into a SMS Community with RMKL fans and up todate, there are about 25,000 registered mem­ bers that have signed with RMKL Community with­ in a period of 2 months. Within the community, members can interact and upload personal infor­ mation for the usages of other members." "We also helped KWSP launch their SMS Regis­ tration Campaign in January that uses DAPAT as the platform for their members to register their h/p. This strategy is to allow KWSP to send announcement and alerts to their members as a value added services. Todate, there are about 30,000 registered members." WM SAATCHI'S KL WINS SONY Saatchi & Saatchi have been awarded a sizeable part of Sony Malaysia's advertising budget after a strategic and creative shoot-out in KL against JWT and Chuo Senko. Saatchi's now join McCann Erickson in a streamlined roster, supporting key Sony products including the Wega, Cybershot and HandyCam.

46| dDOIMARKETINGCOMMUNICATIONS

AD # 1 FREE CLASSIFIEDS Just e-mail your recruitment messages (30 words max) to ham@pop.jaring.my and they will be read by over 35,000 readers! What are you waiting for? Messages will appear subject to availability of space.

Think yoou can do better? We are a well established advertising agency currently looking for fresh, energetic and independent indi­ viduals to fill the following positions: Account Manager • min 2 years of advertising experience • able to lead and supervise • possesses own transport • preferbly female of 25 years and above Graphic Designer • min 1 year of advertising experience • well versed in graphic softwares and is able to handle from visu­ al to F/A. If you think you are the one...give us a call at 03 7727 2862. Events & promotions Execs wanted for below the line agency. Please send resumes to shoke@shoke.com. Only shortlisted appli­ cants will be notified.

If you're a closet idealist who thinks being called a madman is a compliment, we'd like to hear from you. Tell us how you'd like to rock the advertising world and send CV to .my

Vacancies: 3 Graphic Designers at Magicmakers. Fresh grads with relevant DEGREES only, or at least 1 year experience in ad agency. Multimedia a plus. Please email resume to mgkrs@streamyx.com

Writer wanted. Opportunity for a fresh graduate, good in English with natural initiative and keen to try out the advertising business. Training provided. Call Ms. Rozie for immediate interview at 03 7729 2299.

Major Art Directors needed for KL division. If you're interested to produce famous work, we're interested. Call Rod at Grey Direct InterActive on 03-2723 0063 or e-mail him at rodgdi@grey.com.my

McDonald's looking for suitable members to join its Corporate Communications Dept. Must have a Diploma or Degree in related discipline and at least 3 years experience in similar role. Email: hani@mcdonalds.com.my

Executives with Drive, Passion & Enthusiasm. Call Racheal on 03 - 22745693. Basic requirements: 1 - 2 years agency experience. Speaks & writes well. Preferably with a car/license.

We want people our clients would never dream of hiring. Only innovative thinkers, passionate professionals and charismatic brand champions across all disciplines and departments should apply - Ogilvy & Mather. Contact no 03-27188885.

GRAPHIC DESIGNER - If you are able to conceptualise effective outdoor campaigns on billboads, LRT trains, etc and work out new exciting ambient ideas, please e-mail a detailed resume to kathy@bigtree.com.my

Every ceremony needs a master. Call me if you're looking for a good MC. Ishak Nengah 019-3275057 or e-mail: ishakn@tm.net.my

Looking for a better job? Firestar Services has a specialist recruit­ ment section for all Advertising, Marketing and Media appoint­ ments. Call Bob on 20629798 or mail your CV to bob@firestarworld.com

K-Gic Advertising Sdn Bhd is looking for Account Executive & Graphic Designer with minimum 1 year experience. Fresh Gradu­ ate Designers are welcome. Fluent in English and Chinese. Email to I

WANTED: Account manager who's mature, responsible and resourceful team player with analytical abilities and experience working on FMCGs. Please call Hardial at 03 2282 4268 or email: hardial@novacomm.cc

Advertiser looking for sales staff to market its outdoor advertising media. Candidates must be self motivated as wellas have a desire to earn strong commissions with a good basic. For further info, please call Dave on 06-2012282.

Ace Canning Corp. Sdn Bhd (FMCG) is looking for a Marketing Assistant. Fresh graduates are encouraged to apply. Call 03-7782 1218 for details or fax resume to 03-7781 1328.

Event Coordinator. We seek Highly motivated, Positive attitude, team player, organised individuals who are interested. Training will be provided. Interview by appointment only. Purple Inc. 3-2 Jin Telawi 2, Bangsar Baru. Ifel: 03-2283 2133 or 2282 6133 or email: connie@purpleinc.com.my

Pizza Hut Marketing Dept seeks for dynamic executive (1-2 years experience) to join their marketing team.email cv to GM of Mar­ keting: adeline.oon@kfcholdirigs.com.my

Got at least 5 years of Brand PR & Marketing experience? A lead­ ing consultancy would love to have a chat with you. Please send detailed CV and salary expectations to kamala@perceptionmariagement.com.my

Dynamic Search, an established Market Research Company, seeks dynamic candidates as Research Assistants and Research Executives. Write in with full details: The Managing Director, 49,1st fl, SS 2/64, PJ 47300, Malaysia.

Carat Malaysia is looking for candidates for position of Media Director and Media Planners. Candidates with the passion and the experience please call Jessie Wong at 03 2087 8338 or email us at it.com

Music Recording Studio looking for young marketing executive/pro­ ducer in their 20'swith advertising agency experience. Promising & Exciting future lies ahead. Call 012-372 0153.

We are looking for AM & SAE experienced in FMCG and multi­ national accounts. Also, skilled in integrated communications, highly strategic and creative. Please email resume to t.com.my

GRAPHIC DESIGNER and ART DIRECTOR with killer instincts in art wanted in an aggressive-moving agency. Call Francis at 03-7804 5122 or e-mail your resume to francis@newsad.com.my

PLANNING EXECUTIVE to join Malaysia's largest agency Plan­ ning team. Need to have strong sense of humor, thicker than nor­ mal skin and an addiction to coffee. Call Sally on 03-7807-8876.

We're looking Malay writer wanted urgently. Must be able to conceptualise. Candidates with or without experience are encouraged to apply. Please call Maureen at 03 - 22963600

POS AD and Demo Power: We are the fastest-growing brandbuilding communication providers - pioneer in its field in Asia. Our vision isto "Deliver Total Brand-Building Solutions". We invite applications for the positions of Product & Business Development Manager and Client Service Managers. Interested applicants are invited to e-mail their resume to Director of Admin & People Development, POS AD SDN BHD, E-mail: HR@posad.po.my. Tel 03-79551100. Fax: 03-79541818. Full-fledged Bumiputra advertising agency, looking for Account

Leader who plans well and completes projects without hav­ ing to work late frequently. Wanting challenges at work and a balanced life? Please send your expectations & achieve­ ments, contact details to: learnAliving@directavenue.net

Are you dynamic, vibrant and looking for challenges? If you are, you will fit in perfectly as our Branding Executive. Call us NOW ... AmBank 03-21676319 for a chat.

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online although they may READERS of theSun and The Edge Finan­ unable to pick up their free ..."In the experience delays due to slow­ cial Daily can read exact replicas of the print copies from distribution points near future, when 3G er streaming of data. or to those who do not wish to edition online beginning today. For advertisers, this is a technology comes our Unlike newspaper websites that carry subscribe through their ven­ boost for their advertisements. way, you will be able selected news items in a different format, the­ dors. Besides being distributed in to watch our news The Edge Financial Daily, a Sun and The Edge Financial Daily are now theSun's 142,966 print copies, through video business daily published by available to readers exactly as they appear in their advertisements are now streaming using the award-winning business print. also available online to over 3G mobile phones..." This includes advertisements and even weekly The Edge, is distrib­ 140,000 tmnet streamyx and enhanced features such as multimedia mes­ uted with theSun Monday to other broadband users — exactly as they sages and television commercials in selected Friday. appear in print in terms of proportionate size Using tmnet e-browse, TM Net's latest articles or advertisements. theSun, Malaysia's first free national daily, technological offering, tmnet streamyx broad­ and pagination. This means that theSun and The Edge is targeted at professionals, managers, execu­ band users can now view the entire contents Financial Daily have doubled their distribu­ of theSun and The Edge Financial Daily at tives and businesspeople (PMEBs) mainly in tion, reaching more readers and creating bet­ the Klang Valley, Penang, Ipoh, Seremban, www.sun2surf.com,www.theedgedaily.com ter value for advertisers. and www.BlueHyppo.com. Malacca and Johor Bahru. In addition, advertisers can also opt to Those with dial-up (narrowband) Internet With its exact replica available online, embed multimedia messages or television connections can also read both newspapers theSun is now accessible to those who are commercials in their online advertisements to enhance the effectiveness of their messages. At the launch event announcing its part­ nership with TM Net today, Nexnews Manag­ ing Director for Media Business Mr Lim Siang Jin said that Nexnews as a media company MDK Malaysia recently appointed Marianne Tham and Sarah Choo as Account will exploit technology to the fullest, so that its Director and Account Manager respectively. Marianne leads a team of managers and quality content is available to as many readers oversees an outstanding portfolio of brands including: Discovery Networks Asia, as possible, and in as many ways as possible. MTV, SK-II, American Express, Hong Kong Tourism Board, JTI Bhd, Volvo Cars, Out­ In addition to partnering TM Net, the door Quest, 6th Hitachi Young Leaders' Initiative and Durex. Sarah promoted to Nexnews Group has also built alliances with Account Manager at MDK Consultants. Her four years working experience in pub­ other telecommunications service providers to lic relations involves managing a diverse portfolio of local and multi-national clients deliver news in innovative ways. ranging from consumer electronic, insurance, retail, beverage to property. "We have been providing business news alerts the past two years through SMS, STK Grey Global Group SEA recently announced the appointment of Phil Mulholland as Senior Vice President, Grey Global Group SEA, based in Singapore. Mr. Mulholland, and WAP services. Today, I am proud to formerly RegionalMarketing Director at Nokia, will drive new business acquisition announce that Celcom has become our latest through the company's expanding network of marketing. mobile partner. Its subscribers can now access latest business and investment news and O&M Malaysia's Group Planning Director Zayn Khan succeeds Sonal Dabral as MD updates via SMS." of the advertising business. Zayn will retain his Planning Director and Training Leader "In the near future, when 3G technology roles, and a new ECD for Malaysia will be announced soon. Sonal is being transferred comes our way, you will be able to watch our to Singapore as ECD and Chairman O&M Advertising Singapore. He will be joined by news through video streaming using 3G Gerard Lim, who'll play the MD role. mobile phones. We are now partners with American Express Malaysia recently announced the appointment of Ms Donna Lee Telekom in their pilot programme to offer this as Public Affairs &: Communications Manager. She will be responsible for develop­ service," Mr Lim added. ing and implementing public affairs and communications programmes, including "Through this latest effort, TM Net hopes local public relations, employee communications and philanthropic programmes, as to lure more tmnet streamyx subscribers to well as on-the-ground support for government affairs initiatives. use the value-added service provided to them through broadband which is gaining popular­ Volvo Car Asia Pacific has appointed Ms. How Wei Thing as Managing Director ity among the masses" said Dato' Baharum for Volvo Car Malaysia. Ms. How is no stranger to the automotive world, having held the position as Chief Financial Officer for VCM and the assembly plant, Salleh, Chief Executive Officer, TM Net Sdn Bhd when met during the launch.© Swedish Motor Assemblies, since she joined the company in 1999.

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So Confused About IANDS tions has been used for dozens of years to sion of brand experts now telling our build brands - alongside Advertising. CEOs that they have to practise insideWhile PR used tools like relationship- out PR, aim for holistic packaging, inte­ THERE are probably as many defini­ tions of 'Brand' as there are marketing, building and communications to build cor­ grate their brand communications, apply PR and advertising gurus so there's no porate brand personalities and reputa­ 360-degree marketing? Is it because PR is point trying to define the term. Never­ tions, and to help companies extend their losing focus - being drawn, as we are, into theless, seeing as the subject is a Flavour influence through a complex web of stake­ so many areas of complex activity? Are we of the Month, I thought to add my two holder groups, Advertising used its own too slow, too long-term, too introspective? methodology to connect brands with con­ Or are we losing out, once again, to savvy cents to the discourse. Truth is, Malaysian companies are sumers. Did Advertising build companies? marketers who package their product and service offerings better than we do? falling over themselves trying to brand or Do Brand Gurus think they can? PR practitioners have known all along that PR has always been more content dri­ rebrand, and just about everyone, it seems, is beating a path to their doors. brands represent companies (Shell), organiza­ ven than its other communication cousins. Names like Future Brand, Trax and OVA tions (The United Nations), financial institu­ We have always preferred content over are among the smattering of new names tions (Hong Kong Bank), products (Lexmark, form, strategy over style. Perhaps now is the time for PR practi­ being bandied about behind boardroom SunSilk), individuals (Donna Karan, Jimmy tioners to rise to the chal­ doors, joining the likes of corporate iden­ Choo) and countries (Brand lenge of counseling their tity and management consultants that South Africa). We recognize that CEOs who are succumbing are reinventing themselves to claim a to the overtures of the new piece of the action. The Superbrands brands have personalities. branding gurus by saying: Council has been created to promote We work to align corpo­ rate identity (which we "Hey, hold on a minute! The global brands for Malaysia. Maxis, Royal only way you can brand is to Selangor and Petronas are being held up see as visual, visible man­ be like a Howard Schutlz. Cre­ as role models of Malaysian superbrand- ifestations of brand) with these personalities, with ate a company that you ing at work.. At a recent breakfast circle of senior corporate values and cor­ believe in. Create a product that you believe in. Create a team of employ­ public relations practitioners at the Car- porate culture. We understand that vision has to be ees who believe in you. Find your customers. cosa Seri Negara - some holding post­ graduate degrees in communication sci­ backed by mission to unite employees Deliver your products. Love your customers. Keep your cus­ ence from the UK and the US - the sub­ behind a brand. We help our companies and brands tomers. Walk the Talk. Talk, Talk, Talk. "Watch ject of branding was raised. One non­ plussed PR practitioner, 18 years in the 'position' themselves, or own their space the bottom line. Watch the stock price. Lead, Lead, Lead. Build a team. Build trust. Build game, was heard to say: "Brand consul­ in the crowded marketplace. Even when we counsel our companies value. Repeat." tants are constantly knocking on my door these days, telling me I have to brand the on corporate social responsibility and You know, the Oxford Thesaurus has company. How different is this from what community relations, we ensure they iden­ the following synonyms for 'Brand': tify causes to champion that tied in, or are Make, kind, label, sort, trade mark, type, we have been doing all along?" My own view is, Brands and Branding integrated with, their brand essence and variety, identity, mark, stamp, tag. It kinda makes sense. You make a prod­ are terms that belonged largely in the realm corporate values. (For example, Brands built on Innovation and Fun would choose uct (kind), create a label, find a sort of a of advertising. Now that the industry appears to be to be associated with the likes of Extreme niche for it, turn it into a trade mark, type­ threatened (The Fall of Advertising & The rather than Equestrian sport, one might cast it, add variety, tie them all under one Rise of PR by A1 Ries, The End of Advertis­ imagine) identity, make your mark, put your unique As PR counselors, we are meant to take stamp on everything, throw in a tagline. ing As We Know It, by Sergio Zyman etc), a new-age practice is evolving around brand the high ground which also gives us the What this doesn't say, though, is that communications, brand PR, brand value, helicopter view - we have a hand in near­ Brands need Brand Leaders. Starbucks has its brand positioning, brand protection and ly every form of material communication Howard Schultz. Tesco has its Terry Leahy. that emanates from an organization: from IKEA has Ingvar. And Air Asia has Tony Fereven, brand Malaysia. The idea of a 21st century global brand­ ad campaigns to annual reports, commu­ nandes. No brand expert can do that. ing strategy that will transform Malaysian nity relations activities to corporate gover­ Millicent Danker is founder and prin­ enterprises appears to be irresistible. Com­ nance statements, CEO speeches to cul­ cipal consultant of Perception Manage­ ture change. panies are expecting miracles. ment Sdn Bhd, a Malaysian full-service I think we risk getting carried away. How much more integrated, holistic communication consultancy. She holds Public Relations in its traditional sense and message-aligned could we have been? the Malaysian chair for the International has always prized brands. Public Rela­ What then happened? Why the profu- Public Relations Association.© BY MILLICENT OANKEB

"We have always preferred content over form, strategy over style."

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BroadcastSpeciai Meeting up with Neville Meijers on occasion of Discovery Asia's 10th Anniversary was like seeing a kid having a ball at his birthday party. And for good reason too. Here's why... Congratulations on your 10th Anniversary. ^ia8BP^ Can you share with us some significant JLI^ H milestones during Discovery Networks fl| HT|I mm Asia's first decade in Asia? UI JV It has been a really exciting (and busy) decade of Discovery for us. When we first ^Bi started, we had one office, 6 staff and we dis•• MB tributed only our flagship brand, Discovery HH H Channel, in one feed in English. In the last ten ^B years, our operation has grown to include six ^^B ^B BB j offices in Asia (Singapore, Taipei, Tokyo, Hong HMH |HM^B ^B ^B III Kong, Beijing and Sydney), over 150 employ- ^B ^^B ^B ^HB HI ees and we distribute six brands across 17 dif- ^B ^^B ^^L^B ^^B Bjjj ferent feeds in eight languages. We've managed to grow distribution for three of channels - Discovery Channel, Animal Planet and Discovery Travel & Adventure - tiative which identifies promising, young and they're all among the top ten cable & satel- directors and we give them the opportunity lite channels in Asia-Pacific and reach over to produce a 30-minute film which airs on 180 million households in the region. We've Discovery Channel. This provides these also recently launched three new digital chan- individuals with the platform to showcase nels in Hong Kong in October last year - Dis- their talent to an international audience covery Science, Discovery Health and Discov- we've been very successful in this area. In ery H&L. The first two have also just been Malaysia, for example, our winner for the 2001 FTFM initiative, Mohd Naguib Razak, later received the 'Best Documentary' award for his YflBt *9HBpr The Boatmaker and the Sea at IIII IIIII! " * M the 2003 Malaysia Film Awards.

Neville Meijers,executive vice president & managing director, Discovery Networks Asia

introduced in Australia as part of the FOXTEL digital platform this March. We've also established some very impor­ tant partnerships with organisations like the Singapore Economic Development Board and Media Development Authority, as well as the Shanghai Media Group to produce more local content from the region. As a company, we are committed to developing talent here and support the local filmmaking industry. We launched the First Time Film Makers ini-

54| aOOiMARKETlNGCOMMUNICATIONS

Can you elaborate on your six brands across 22 markets *n Asia? g.jg , We currently distribute six Wm<*. brands - Discovery Channel, Ani­ mal Planet, Discovery Travel & Adventure, Discovery Science, JBl^k Discovery Health and Discovery Bfc, H&L. Discovery Channel, Animal •IS; Planet and Discovery Travel & • Jr Adventure are fully distributed W channels, while the other three are new to the region and we're It lit ro^nS them out as digital platJjpi V forms launch here. Discovery Channel is our WL,.flagship brand and it has been in the region for the last 10 years mp now. It has a very broad appeal ^ and covers a wide spectrum of programming from blue-chip nature, science and technolo­ gy, ancient and contemporary his­ tory, adventure, cultural and topical documen­ taries. Animal Planet is a joint venture between Discovery Networks and the BBC. It launched in our region in 1998 and is the world's first and only channel devoted entirely to animals with intrigue, adventure, humour, relation­ ships, life and death.We relaunched the chan­ nel last year with a new tagline "It Grabs You". Discovery Travel & Adventure Channel is a destination network for people with an urge to

explore. With world-class travel documen­ taries, global adventures and travel tips, the channel offers an excellent viewing option for exciting, informative entertainment about peo­ ple, journeys and countries of the world. With engaging personalities like Ian Wright, Asha Gill, Keith Floyd, Anthony Bourdain and Jaime Aditya, Discovery Travel & Adventure has won over a loyal following of fans since its launch in Asia in 2001. Discovery Science, Discovery Health and Discovery H&L delve deeper into a particular genre. Discovery Science caters to people who are passionate about science and technology. Discovery Health is targeted primarily at women and focuses on a full range of topics from fitness and dieting, alternative therapies, medical science, mental health, healing and survival, major illness, maternity and parent­ ing, personal grooming, home and design, romance and relationships; and even cooking. Discovery H&L is all about the passions that define a man covering everything from cars, bikes and planes, to golf, wine tasting, model making, fishing, adventure sports and D-I-Y. What is unique about Discovery as a chan­ nel for advertisers? Our performance speaks for itself. We've consistently remained as the number one cable & satellite channel in Asia for seven con­ secutive years among affluent adults and top decision makers. (NB: PAX - Pan Asia Cross Media Survey, conducted by Synovate. Discov­ ery Channel is the most popular regional cable and satellite channel in Asia, according to the latest 2003 Pan Asia Pacific Cross Media Study (PAX). The survey was conducted in eleven key markets, namely, Bangkok, Hong Kong, India, Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Sydney, Taipei and Tokyo. PAX 2003 covers over 13 million viewers in these markets (total PAX 11 market universe). PAX 2003 is the seventh annual syndicated study providing international advertisers, advertising planners and media owners with databases of TV viewership and print on a regional basis in Asia Pacific). This really reinforces the quality

rsary Discovery Discovery

™ Health I

of the audience we deliver to advertisers and the strength of our relationship with them. We're also the number one brand as measured by Roper, which does a global survey for media and consumer brands. It's an excellent environment for advertisers. You have donne some landmark tie-ups with advertisers in the area of sponsor­ ship and programming. Can you give us some examples? We've noticed a trend among advertisers - increasingly they want to move away from the traditional spot buys. Instead they're keen to explore unique or integrated pack­ ages and ideas. One of the best examples is the campaign for Malaysia Airlines. We worked with them on last year's 100 years of Flight stunt (a weeklong special on Discovery Channel to com­ memorate the centennial anniversary of first flight) which includes related programming, vignettes, online presence and a contest to visit the Wright Brother's original site in the US. We've recently also partnered with Sam­ sung. We had a relevant program on Discov­ ery Channel that met their campaign objec­ tives - a documentary called Digital Cool (on how technology and R&D has shaped the lifestyles of youth in Korea and around the world). We also created vignettes for them. Their campaign is a global one and includes their advertising. Discovery Networks recently expanded the Discovery Solutions group and we now have a representative in Asia. The Discovery Solu­ tions group helps to further enhance the ser­ vice is provides to advertising partners in major media markets worldwide. The team will leverage on Discovery's innovative mar­ keting and high-quality real-world content to cater to the special needs of our advertisers who are looking for creative, integrated cam­ paigns on a multi-regional or global level. Are you a discoverer yourself? Yes I am. I am and always have been curi­ ous about the world around me. I have a pas­

sion for technology in particular. I took the 'Explore Your World' tagline to its extreme when I visited the Everest base camp some years back. Many viewers look at Discovery as an edu­ cational channel. Is this the core philoso­ phy of the brand? No. We believe entertainment comes first. We see ourselves as a real-world media and entertainment company. Our channel enter­ tains as much as it informs. The brand is all about providing the highest quality content that is relevant and compelling to the viewer. There is no compromise in that. In Malaysia, you are hooked up with ASTRO. How is this rela­ tionship working out? Astro is a very valuable and key partner for us and we've had a long and fruit­ ful relationship with them. We're delighted that three of our brands are distrib­ uted on their service - Dis­ covery Channel, Animal Planet and Discovery Trav­ el & Adventure - and forms an important part of the Astro portfolio. Our relationship has really gone beyond the traditional affiliateclient relationship and co-produced a docu­ mentary on Discovery Travel & Adventure that premiered last year called Postcards from a Prime Minister that featured YAB Dato Seri Dr Matathir bin Mohamed in Antarctica. That was very exciting for us - Dr Matathir narrated the programme and we used quite a lot of footage from his personal videocam.

CHANNEL*

industry in Asia will take its cue from the US. If there was something you'd like see being done differently with the Discovery Chan­ nel, what would it be? Funny you ask this. As part of our 10th year anniversary celebrations, we are relaunching our flaghship network with a new brand campaign and on-air look. This integrated campaign will include our print ads (consumer and trade), TV commercials, on-air look and packaging as well as our program­ ming. Discovery Channel is turning ten, but it's going to look more contemporary and fresh with its new 'Got to Know' campaign. 'Got to Know' revolves around the basic human instinct - that of curiosity. People are curious by nature about the world around them and our channels satisfy that curiosity. If you've got to know, you must watch Discovery Channel! The new Discovery Channel will launch from 1 April in Asia.

...Our performance speaks for itself. We've consistently remained as the number one cable & satellite channel...

In the US, there's talk about TiVo skip­ ping through commercials of recorded tv programming on digital video recorders. How will this affect television advertisers over Discovery? The region is still some ways away from the introducing this kind of technology in the marketplace. I think it's fair to say that the TV

Where do you see Discov­ ery Networks Asia in the next 2 years? We're hoping to continue to grow distribu­ tion for Discovery Channel, Animal Planet and Discovery Travel & Adventure and we're look­ ing to launch the other three channels in sever­ al markets this year as digital services rollout. We're also exploring opportunities to launch other channels here. As you might know our parent company, Discovery Communiations Inc., distributes 14 global brands and we could possibly introduce more channels here like Dis­ covery HD Theatre when digital (and high-def­ inition technology) develops in the region. I'd like to see us continue to grow our advertising sales revenue at a healthy rate - our revenue growth was 60% last year (year-on-year). And of course, we'd like to maintain Discovery Channel's number one position in Asia for many more years to come.©

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MediaSpecialist

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Approach io3ou CommunicBtion

Andy and Margaret

pany's top executives had bargained for. CARAT, responding to the market's "Tools are valuable assets when they are used The rollout of Carat's new identity and shift in contemporary challenges in smartly. In the current environment, clients want to logo was conducted in several time communications, recently introduced maximise reach, but on qualitative terms. zones simultaneously. A corporate letter a spanking new identity that narrates From a client's perspective, the media choice has was issued to media partners and clients the company's philosophy in its depic­ to profitable and effective - while moving toward to present the company's new identity. tion through a dissolve of colours building consumer relationships rather than merely Internally, a process was established to within a sphere. ensure that the old logo was no longer Take a test: Look at Carat's new ani­ building awareness." used and that the new logo was proper­ mated logo for ten seconds. You'll imme­ - Andy Miller ly executed in terms of colour, place­ diately notice that it is not your average tools in media creativity that allows us to ana­ ment and other graphic standards. media solutions company. "Our brand identity change was very time­ Carat is a certified powerhouse: It is creative, lyze sales and consumer awareness data to determine to what extent advertising and mar­ ly," observes Margaret Lim, Chairman, Carat innovative, and authoritative. Malaysia. "We're progressively moving into a The combination of its assets equals a truly keting campaigns work." Changing a company's identity is a complex screen age, and we felt strongly that our identi­ unique proposition that lends credibility to its theme: Art + Science + Power. process. When Carat decided to undertake the ty should be screen-led. Our business is about "The new identity fittingly reflects our exhaustive overhaul of its brand, including a constant change; our fluid logo reflects that entry into the digital age," believes Andy new, more contemporary logo, and a top-to-bot- sense of continual renovation." Miller, CEO, Carat Malaysia. "We are now a tom revision of its entire line of collateral mate­ Not so long ago, advertising literally put all global company armed with the right mix of rials, the process was much more than the com­ its eggs in the creative basket. Creativity dictat-

56j dDOIMARKETINGCOMMUNICATIONS

TableT Ik Make your Brand the topic of conversation.

REBRANDS ITSELF FOR THE DIGITAL AGE ed the key message. Today it's becoming clients want to maximise reach, but on qual­ increasingly obvious that media is an integral itative terms. From a client's perspective, the media choice has to profitable and effec­ part of the whole message. As a media solutions company Carat takes tive - while moving toward building con­ the client's business to heart. In outlining its sumer relationships rather than merely communication plan, Carat maintains an equi­ building awareness." In that scenario, the Carat team table balance between targeting the assesses a client's processes, desired consumer segment and analysing the appropriate com­ protecting a client's brand munication channels to con­ promise and objectives. nect with its target audience, "Our strength is in build­ and only then provide soluing long-term client rela­ tions that eliminate any tionships," stresses Lim. chance of guesswork. "In charting a media plan, "We identity and we assess - through the use remove roadblocks to effec­ of specialised tools - what tive communication, and, works and what doesn't, when necessary, provide the and close the gaps in existing tools and programs required to strategies, tactics and practices, strengthen the channels and mes­ particularly in the connected world sages," asserts Lim. "A solid communica­ we all live in today." The job of a media solutions company is cer­ tion plan is vital. Only then do we let our imag­ tainly more purposeful today than ever before. inations run wild." Media innovation is what sets Carat apart Often, a judgement call has to be made based from the competition. Breaking through the on statistical data to support the rationale. "Statistical data is useful in determining clutter - and standing out in a crowded field of which media we choose for every campaign, advertisements - is almost a prerequisite now. "Our clients appreciate it when we present but the media landscape has changed so dra­ them with fresh ideas," says Lim. "The reward matically in the past decade that we have to be pays for itself when a campaign is successful more mindful in directing a message to the var­ and the consumer feedback is upbeat. To that ious consumer segments," advises Lim. "Traditional media - print, television, radio, extent, we have many case studies that attest to billboards - remain the frontline choices. How­ our high success rate." Lim adds that Carat, together with other ever, today, technology has transformed and media solutions companies, have had to change multiplied the menu of media choices. These new media platforms are being relentlessly their attitudes to accommodate the evolving embraced by a new generation of consumers, media revolution. "In the next 10 years, we've and it is our job to understand and give them an got to change a lot faster. The good news is that at Carat, innovation is an important aspect of appropriate value." Miller explains that Carat also subscribes to our corporate philosophy." The media industry is already buzzing synergy - the power to convert experiences, about Carat's new eye-catching animated knowledge, observations and insights into effec­ logo that conveys the company's corporate tive solutions - as a key component to their plan­ values. It's memorable, pioneering, and suc­ ning model. "Our broad list of clients covers the full spec­ cinctly addresses the industry's nature of trum of banking, fast food, healthcare, enter­ accelerating changes. Miller sums it up concisely: "We work to tainment to beverage, but our media solutions are still based on one common denominator: provide our clients the best return on their investment available in the marketplace - and solid communication practices," says Miller. "Tools are valuable assets when they are exceed their expectations in terms of the creative used smartly. In the current environment, media solutions. ©

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From BBH Singapore: TheseT-shirts were part of a multi-media campaign for the launch of AXE Body Lotion in South East Asia. Besides being distributed during launch events and as giveaways at shopping malls, they here handed over to bikers at traffic signals.

Saatchi & Saatchi

makes drugs uncool SAATCHI & SAATCHI worked hand in hand with NAGADA and the Partnership for a Drug Free Singapore group to develop this new campaign with the theme 'Dmgs make you look stupid'. Says Simone Bartley CEO of Saatchi & Saatchi Singapore, 'We were not surprised to hear and observe that there is a strong belief amongst our target group that it is 'cool' to take drugs. The reality is that the effects of Ketamine actu­ ally make you look very 'uncool'. Ketamine effects your bladder control, impacts memory and can even create temporary paralysis in addition to the usual distortions of the senses." The agency team behjind this campaign were Graham Kelly , Simone Bartley, Simon John­ son, Jatinder Ramakrishnan, Colin Jeffrey, Esther Yue, Joanny Wong, April Malek, Alvin Chin, Glenn Heng, Brell Chen and King Tkn. ©

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Malaysians Total Radio Listenership by radio operators

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Source: Nielsen Media Research Radio Listenership Survey Sweep 2, 2003

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