Adoi Malaysia 2004 February-March Issue

LRKETING COMMUNICATIONS MAGAZINE

ARE AD AGENCIES ARROGANT

MORE PENCILS FOR SAATCHIS ASIA HOLY SMOKE?

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|,Vi

Chief Operating

Whether it be sponsoring a particular tv programme, creating a niche TV show or simply looking for special tv commercial spots, our team of brand-building experts can fulfill your needs. Call 03-255 1177 to find out more. think beyond

Feb/Mar2004 REGIONAL PUBLISHER

Editor's Note

Harmandar Singh aka Ham ham@pop.jaring.my CONTRIBUTORS Josh Sklar Dean Johns Kurt Crocker Greg Paull Adi Satria

WHY does a client choose an agency to handle its advertising needs? The idea? The people working on the business? The agency's large portfolio? I believe if you select an agency partner based on the 3R checklist, then both client and agency can work together to get the best out of each other. Let's not kid ourselves, not everybody is Neil French and advertising creativity is certainly not just a flash in the pan. To secure an enduring and rewarding partnership, there are 3Rs:

Bas Melssen

accomplishments is a surefire assurance you are in good company. Plus your agency also deals with thirdparty suppliers. If they are respected by their suppliers, _ you stand to gain. Resourcefulness. Is your agency willing to go that extra mile to make a difference? Has it got the stamina to win the race? Will it put money where its mouth is? Is it flexible enough to change when needed? Can it handle rejection and come back with better ideas? Will your agency challenge you in its quest for excellence?

Relationship. Respect. Resourcefulness. 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

Relationships. That what the business is all about If you're going to spend a lot of time working with a certain agency, it's easy to see why the relationship is key. If there's no chemistry, don't bother. The creative product is important, the strategic thinking pivotal, but if you don't have a relationship that can stand the rigours of the processes involved, you'll end up a wreck. In fact, most new business wins are decided when a client is comfortable with the impending relationship. Respect. Advertising is about trusting your agency and what it stands for. When a client places his faith in an agency, more often than not, the agency performs incredibly well from this 'empowerment'. How else can millions of ringgit change hands when all you're selling are ideas? Mutual respect moves mountains. Respect garnered from a track record of credible

PRINTER Hin Press Sdn Bhd

If this 3R checklist doesn't work for you, you may want to ask Agency Evaluation specialist R3 Asia Pacific for assistance on + 6012-393 1877.

Just ask for Greg Paull. And I pray clients like the Multimedia Development Corporation (MDC) won't have to brief 15 prospective agencies to bid for their branding assignment worth RM1 million, as they did recently!

Respectfully;

aDOI IWHAT'S tiJT IN THIS ISSUE

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 Dr. Ismail, 60000 Kuala Lumpur, Malaysia. Tel: 603-n26 2588 Fax: 603-7710 0522

Member of

MAlAYSIAN ADVERTISERS ASSOCIATION

Member of

Dean Johns: Trust me Greg Paull: Procure me this, batman Kurt Crocker: ATL -t BTL =Bullshit Adi Satria: Is advertising education serving the industry well? Nicky Watts: Holy Smoke? Post cigarette advertising Colin Jowell: Be careful what you ask Bas Melssen: Branding in Malaysia: Hype or Strategy?

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12 16

20 24 28

INSIGHT Are ad agencies arrogrant?

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36 Audit Bureau a! Circulations

" All rights reserved by Sledgehanuner Communications IM) 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 omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

M&C Saatchi: "We detest pseudo-cool ads"

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1 9'''t1WI 1 ~ 11 !;* 1 !'''t1 Ahmad lzham Omar: BlV is the one to watch Laurent Junique: End to end telecommerce solutions lV3: Mania around the country Media Matters: More and more edge ...

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aooiMARKETINGCOMMUNICATIONs 1 3

BYTHE.-..-

THIS month we feature another broadcaster who's got his vision mapped out as far as style, content and action goes. Ahmad Izham Omar the Chief Operating Officer of the newest tv station - 8TV - is raring to go. 8TV is part of the Media Prima Bhd group, which encompasses TV3 and the New Straits Times Press (M) Bhd. This 34-year old songwriter-arranger-producer, who has won wide acclaim at the Anugerah Industri Muzik Awards, seems like a wrong fit for a tv station at first glance. But Izham has had business on his mind since doing his MBA after graduating from the Berklee College of Music in Boston. At 24, he returned home and set up

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recording label Positive Tone which launched hot acts like Innuendo, Poetic Ammo, Too Phat, OAG, Ruffedge and VE. And now, the launch of Malaysia's latest free-to-air TV channel, 8Tv. ADOI yaks with The Man, as he is affectionately known, ....

let me cut to the chase, what are you doing in this business? I'm here to explore, to try out new ways of doing things (at least that's what I hope I'm doing, heh, heh). Also, I find the TV industry fascinating, dynamic ahd far-reaching in influence. TV's potential innovations are mindblowing. These are things that I find very interesting. So when the opportunity came for me to b e in the TV business, I was drawn to it

immediately. There's so much to do and explore here.

Aren't you more suited for an MTV-type channel, or is that the game plan here, in terms of your target audience? You'd think that because of my music background. I guess that perception has been cemented due to good branding so it's not that bad. However, what most people don't really realize is that my real inclination is not just towards music but towards the concepts of creativity and innovation as a whole, regardless of product and/or industry. That's how I approached the music industry and thankfully I had some successes. That is also how I am approaching the TV industry. If 8TV was meant to be an MTV-type channel, I wouldn't be drawn to it as I would to a fully-

is a visionary and an excellent businessman and strategist. Berry Gordy because he created a platform for innovation and creativity and he put a lot of heart and soul into it. 8'IV aspires to adopt those guiding principles.

Tell us your experience of a typical working day at the office? There is no typical working day at the office. 8TV being a start-up, things happen at break-neck speed, and that's how we all like it! It's 6th gear from the word go! I call it organized chaos and I intend to keep it that way as that's where the best and most innovative ideas come from. But so far, I've been starting work at about 8:30am and going back home anywhere from 11 pm to 2 am. I love it!

81V has two belts, one for the 15-35 age urban audience and one specifically for the Chinese market. What's the stmtegy here? fledged network with a wide array of progranunes. Thinking of the possibilities just makes me drool.

Tell us about 81V's ambitions for 2004? I guess the most important thing is to hit the ground running. We must be ready and must shine in all aspects of the business; from transmission to marketing to engineering to creatives. Our plan is to let people know that despite its fun look and feel, 8TV is serious about doing business. We want to make our very own special mark in the industry.

H the station were a person, who would that person be? A cross between Steve Jobs of Apple and

Berry Gordy of Motown. Steve Jobs because he

Obviously, from a business perspective, these two markets are under-served by free Tv. I'd be kidding if I told you that wasn't the original catalyst that triggered the station's concept. We have firm plans how we want to address that business opportunity and I think the results from those plans are shaping out well. However, we also needed to look beyond that basic business opportunity, and to look for a social and cultural opportunity. It is quite obvious that these two markets have always yearned for their very own TV - that speaks directly to them and gives them exactly what they want. In

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You spoke recently of finding and tapping local talent for broadcast? Is there an agenda you have for this? The plan is to build a foundation or a platform where all creative types can try out ideas. Thking that further, we intend for this platform to package Malaysian culture into something palatable for universal consumption. In truth though, there is no set agenda. We are playing this by ear and that's the best way to be flexible, nimble and open to ideas. The key is to make sure you're always going in the right direction. There are so many incredibly talented and creative people out there that can bring and have brought our creatives to a widelyaccepted universal level. 8TV wants to continue to support and help make this happen. And it ain't gonna happen overnight. Like in Positive Tone, we worked endlessly building an infrastructure, separate from the one found in the music industry at that time, so that local acts can roll out and start competing globally. Already, Too Phat has got a big following in Asia and Pop Shuvit, which has been shunned by most media here, have released in Japan, Australia and on the American west coast!

aooiMARKE11NGCOMMUNICATIONS I s

CoverStory The same has to apply for 8TV and it will take time. The key is to build the correct environment to support and help, and to keep on going, even with naysayers around (usually not from our target markets). We have to constantly keep our consumers, their wants and needs, at the top of our 'minds and at the top of our agenda. How's your strategic partnership with Senheng Electric on the free antennae distribution in the Klang Valley? It is doing great! A lot of people are calling in. The demand has been overwhelming, even from East Malaysia, where we don't have transmission. Just to plug, the number is 03-7493-8282 for help to tune into 8TV People have also been asking if that Gary guy featured in our advertising actually works for 8TV. I guess you have to come to our offices to find out! What's your strategy for airtime sales, your pitch to advertisers? We don't see advertisers as just consumers who buy spots on TV We want them to shape the future with us. That's why we even have keypartner programs where we build 8TV together with our advertisers. I think, together with its key partners, 8TV will reach and touch the consumers in new and more innovative ways, giving brand experience a totally new meaning and bringing it to a new level. In fact, we are very open to new ideas from advertisers. Maybe they've been wanting to do something slightly off-beat. Maybe they want to reach their consumers in ways they've never tried before. Well, let us be the breeding ground for those ideas. How are you harnessing the power of the internet and SMS in your offerings to viewers? We have a very good website up on which we have a sizable database. Also, we have a strong e-mail following in our weekly newsletters called 8 Byte - 20k strong and growing. A lot of them were people I was in contact in over the last few years. So the database grew organically and can be considered a very loyal list. It's not some list we bought somewhere. It's a list we nurtured ourselves. Of course, we built interactivity around the station where customers can have different touch points. We also have chat sessions everyday that give us feedback. All of these internet, e-mail and SMS vehicles help us to determine very quickly whether our strategies are making any sense and whether there might be something out there viewers want that we haven't figured out. We take this instantenous feedback very seriously and where possible, try to be as nimble, flexible and quick as we possibly can to satisfy our viewers. Some advertisers are questioning the reach and efficacy of terrestrial tv in comparison to pay tv, which is now in over 1 million homes? Are you concerned?

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... we•ve had extremely encouraging feedback and response to Latte@8, there are even unofficial websites and forums dedicated to the show... Terrestrial TV has the potential to reach 5 to 6 million homes! Tell us about your latest live talk show broadcasted out of Sunway Pyramid... Latte@8 is an incredibly edgy and witty talk show hosted by Jason Lo. It comes on every Wednesday and Thursday at midnight and is broadcasted out of Starbucks in Sunway Pyramid. We've had extremely encouraging feedback and response to Latte@8, there are even unofficial websites and forums dedicated to the show. I think viewers, especially urban viewers, have been waiting for a long time for a talk show like this. It's quite laid back, like when you're having coffee and "lepaking" with your friends, hence the name. Come and see it. I am sure you will be entertained. Will you play second fiddle to your big brother TV3 when it comes to soliciting advertisers, ie. giving them the first shot at potential business? Not really. We've got our own list of clients as well and I think our positioning enables us to attract a different set of clients. So far, there has not been any playing of second fiddle as you say. We are, in fact, helping each other's

business. Our marketing team is actually TV3's marketing team and this has resulted in tremendous synergies. For sometime, there's been talk of an integrated and multiple media offering with TV3, 8TV and NST? Has there been any evidence of this so far? Yes, we have been working hard and diligently towards this. Media Prima, our parent company is spearheading all activities and we are all excited at the opportunities and possibilities. It looks like a positive future under the Media Prima banner! All Media Prima needs is a radio station to complete its media offerings. Do you see you and your expertise playing a role here in the future? Man, would I like to do the playlist! Seriously, I love what I am doing now. I'm totally into TV The workload is killer man but I truly truly love it! But if anyone might need me to assist in a radio station, I'd be glad to help. Do you a see a Datukship in the offmg at

some stag? With the current hectic working schedule, I can't see beyond next Thesday man! ti>

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UPCOMING EVENTS

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February 25, 26 & 27

ADOIINTERACTIVE MARKETING WORKSHOP 6.00pm to 9.30pm. Book before 23 Feb 2004. Contact: ragoosledge@yahoo.com March 18-20 ASIA PACIFIC ADVERTISING FESTIVAL (ADFEST)

Pattaya, Thailand. Contact: Matthew, 03-7660 8535, matthew@macomm.com.my. March25-28

MALAYSIA ADCONGRESS 2004 Theme: Towards Marketing Utopia. Contact: Matthew, 03-7660 8535, matthew@macomm.com.my. April21

MALAYSIA MEDIA CONGRESS 2004 Theme: Marketing Media. Contact: ham@pop.jaring.my

young bud ...

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Dear Ham, I recently was reading about the potential of mobile marketing and I wanted to share some facts with you and your readers. As it was recently reported - Malaysians spent RM1.2 billion on SMSes last year. Which shows that we seem to have a penchant for it. However, SMS as a marketing tool has been little explored. I myself receive updates from several Bangsar pubs on the latest parties as well as of course my regular Maxis provider telling me all about their glorious new offerings . Can you believe it - I may receive a maximum of 10 messages during the course of the month. It 's apparent that the medium is underutilised. Research indicates only 5.5% of US marketers think that the viability of mqbile marketing as a medium today is excellent, while 22.3% say the same for its viability five years from now. At the same time, another marketing study in the UK found after surveying people who had received mobile marketing messages, 81% reported they found telesales marketing annoying, while 57% who hadn't even seen short message service (SMS} marketing before said they found it annoying. Of course the current messages are merely text based and there is much room for graphics, tones, games and interactive features to make the message as edgy as the

medium itself But its potential to create a brand community is simply amazing! Best wishes, Desmond Lee Dear editor, Kudos to AirAsia for taking the bull by the horns and adding more of the fine print in their ads! But this is only the tip of the iceberg down south, AirAsia is tackling the very icon of Singaporean advertising - the Singapore Girl, with a punchy tagline which reads "There .'s a new girl in town. She 's twice the fun and half the price!" The fullpage ads were run in Singapore 's Streats newspaper. It may well be that AirAsia is not only revolutionising the airline industry in the region - but may also revolutionise airline branding in a way that the larger airlines haven 't. Kamal Hussein

1000 APOLOGIES On page 26 of our Dec/]an issue in the interview with Christie Herman about the Petronas Deepavali TVC, we had wrongly referred to Christie as a "young lady". But our good chap Christie Herman is as male as they come. The error is regretted, our apologies to Christie.

"To really understand your needs, we ... take the most relevant view: Yours.'' THIS is the message behind Allianz's new advertising campaign launched recently in 12 markets across Eastern Europe and Asia. "By assuming the customer's perspective, Allianz underlines its commitment to offering comprehensive insurance solutions that meet the personal needs of its customers," explained Regional Corporate Communications Manager Faith Thoms. "In doing so, we aim to position Allianz as a reliable and trustworthy partner that understands our customers' preferences." The campaign is modular, and covers Life, Health, Motor, Home and Retirement Insurance. In the TV campaign, people from different walks of life (eg. A father working away from home, an

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expectant mother) are shown in their own environment. The camera then pans so that we see through their eyes how they view their world. This change in perspective is also carried through to the Print media, which leverages on very simple yet strong headlines, such as "A Child. My Everything"; "A House. Our Home", and "A Car. My Freedom". The campaign is primarily targeted at men and women aged 25 to 45 years who are decision-makers for themselves, their family and/or company, with disposable income for insurance and financial services. The campaign is currently running in China, Indonesia, Malaysia and Thailand, and in Thiwan. ~

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Does anyone have any comments about the ad above, which appeared in The Star recently? Email ham@pop.jaring my .

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neWS

THE NAME BEHIND MALAYSIA'S MOST DEFINITIVE PUBLICATIONS.

NEWS WITH A STRONG

BACK BONE. Publications that engage hearts and minds. Built on integrity. Driven by professionalism. Crafted with a strong back bone. By Nexnews.

Columnists

Trust me ... our clients can hardly think much worse of us than they did before, or come on all holier than thou ...

BY DEAN JOHNS deanejohns@optushome.com.au

TRUST ME. The cheque's in the mail. I promise I won't...oh, the heck with it, you're not going to believe me anyway, as I'm an advertising person and journalist, both of which callings apparently rate lamentably low on the credibility scale. In the recently published 2003 Roy Morgan poll of Australians'opinions of the ethics and honesty of 28 professions, advertising people came in 25th with a score of 13o/o and print journalists 26th with 12o/o, beating only real estate agents (11 o/o) and those traditionally suspect characters, car salesman (5o/o). Of course you don't have to take my word for this, and considering my ridiculously low reliability ranking you'd be crazy if you did. To check the survey results for yourself, visit

www.roymorgan.com, a site with whichyou're going to have to trust me on this - I have no involvement, commercial or otherwise. There you'll be astonished, or perhaps not, to see with your own eyes that the Australian public believes nurses (94o/o) to have six times the level of ethics and honesty as advertising people and other lowlife, with pharmacists (87o/o), medical doctors (80o/o), schoolteachers (79o/o), judges (72o/o), dentists (71 o/o), engineers (69o/o), police (64o/o) and university lecturers (also 64o/o) not terribly far behind. But before we advertising people, print journalists, real estate agents and car salesmen become too despondent about the low esteem in which we're held for our ethics and honesty or lack thereof, let's ask ourselves how trustworthy the numbers are. As everybody knows there's a proverbial phrase that links "lies, damn lies and statistics". And then there's the revelation in this very report that public opin-

ion pollsters, in other words Roy Morgan themselves and their competitors, rate a decidedly mediocre 38o/o on their own scale. Even if the measly 13o/o scored by advertising people and journalists is true and accurate of us as a group, however, who says we're all brush? It may be that, as tarred with the in a joke I heard the other day about lawyers (who scored 31 o/o in this survey, incidentally), that 99o/o of us give the rest a bad name. Or maybe even just the 1o/o, those rare birds like the agency general manager I once worked with who we all called Frank, not because that was his name, which it wasn't, but because he was a terrible liar who always prefaced his most outrageous faleshoods with the words "let me be perfectly frank". One bright spot in advertising people's 13o/o score is that our clients can hardly think much worse of us than they did before, or come on all holier than thou, as directors of public companies, and therefore by inference also their executives, managed a mere 17o/o themselves. But in any case and in the final analysis, who cares? These numbers are merely a product of public opinion. And I'll warrant that the public hasn't the faintest idea what's going on as long as we mass-communications professionals are only 12 or 13o/o ethical and honest in our dealings with it. Th.tst me. @

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PROCURE ME THIS, BATMAN ... Like it or lump it, procurement policies and approaches will only play an increased role in the way marketers and their agencies connect. .. BYCHGIWIJ.

The stories that are not told, however, are those of the more savvy procurement people listening and trying to improve agency value, not merely reduce agency costs. We've worked with a number in Asia - and because they are learning, they are very open to explanation and reasoning from people like us, and from agencies. So how should marketing departments and agencies in Asia cope with this increasing growth and importance in role.

MAKE no mistake, the fastest growing trend in the client-agency relationship is that of procurement and their involvement in agency selection and fees. The purchasing and sourcing/procurement department of most companies has expanded significantly over the last ten years. Today in the US, 55o/o of all the agency reviews we manage involve someone from this group, along with the marketing and brand people. In Asia several large multinationals maintain 1. Accept - and embmce it. active procurement departments that get Procurement of agency services is not going involved in marketing 'costs: Right now, a major to go away - the smarter agencies are planning IT company is reviewing their Asian agency in for it and using it as a 'necessary evil'. One just this way. Everyone has their 'horror stories agency in London has hired a Procurement Serof 'procurement gone wrong' - recently two vices Director as a liaison point. Others have high profile cases in the US received global cov- sent their finance teams on courses. erage. Last year, Pflzer's procurement people and their auditors asked all their agencies for 2. Think of their rnindset. Purchasing people deal in hard values- data, individual salaries - most agreed, but Deutsch, an Interpublic agency, said no, and resigned prices, terms guarantees. Advertising people their $150m client immediately. Also, Dupont . deal in soft values such as creativity that cannot last year initiated one of the first global reverse be measured. Recognise this gap and find ways auctions for advertising services - where the to quantify the output and value of your work. final seven agencies were invited into a chat room to conduct a 'reverse eBay' for their ser- 3. 1Iain them up. The best procurement people we've worked vices. Ogilvy won the account.

101 aOOIMARKE11NGCOMMUNICATJONS

with are open. They are willing to improve their skills and knowledge of the marketing sector. They know very well that buying advertising is not like buying widgets, photocopiers and pencils. So when you meet people of this calibre, help them understand your own business challenges. 4. Reward quality. We are firm believers that when an agency can prove their worth, they should be very very well paid. The profit an agency makes on a typical client is around 2-3o/o of the total marketing budget. And usually less than 0.5o/o of total sales. So where their great creativity and ideas can make a difference and driver preferences and sales, there should be a PBR scheme agreed with their client and their procurement people so that they can be well rewarded. Like it or lump it, procurement policies and approaches will only play an increased role in the way marketers and their agencies connect. Rather than only the paranoid surviving, we think only the professional ones will.@ Greg Paull1s pnnopal of R3 As1a Paof1c,lwww.rthreecom), the As1an arm of a global consultlllg group specwilsmg agency compensation and relat1omh1ps

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----DirectMarketing

ATL +BTL

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I BY KURT CROCKER Creative DireciDr, Drayton Bid, Crocker and Mano

DOES anyone, beside myself, wish ASTRO was cable, rather than earth to space and back? With cable, you never get, "Urn, sorry, service interrupted. Somewhere, but not in your area necessarily, there are clouds. These clouds, of course, include rain and other serious waveeffecting things like lightning, and who knows, perhaps even the evil and much spoken about, 'Haze'. But anyway, from now until god knows when, your ASTRO viewing will be affected by frequent interruptions, beginning with a sharp cracking sound, then followed by scenes turned to digital squares. There will often be a frozen picture, dissolving to those squares, and action will be resumed several seconds later. Do not be alarmed if your entire viewing pleasure is absolutely destroyed. You should expect to experience total disorientation from any story line presented, and render the play and/or dramatic/comedic/musical performance you are watching completely incomprehensible. We are sorry for any inconveniences caused." ASTRO markets itself on its own stations. And through its programme guide. In billing inserts, and on the bill itself. In press. And in the occasional direct mailer. They also do a bit with public relations. And promotions of various sorts. But unless they can solve the programmesturned-digital squares problem, goldarnit, they have a serious customer relationship problem

with yours truly. And the truth of the matter is, ASTRO, like many marketers, try to solve these problems on many levels. Or maybe not solve problems, but sell their service. If ASTRO was concerned about solving problems like programme interruptions and customer disapproval arising there-from, they would have done that long ago. So I figure, marketers like ASTRO look mostly for the money. A short term plan. And given the fact that ASTRO is the only game in town, short term is not an entirely untenable plan. Assuming, of course, that they remain the only game in town. But what, exactly, has ASTRO marketed that can be categorized as Above The Line (ATL) or Below The Line (BTL)? The answer to that question is important to me because I hate both terms. ATL. BTL. I hate these terms for their inherent stupidity. Thke, for example, the TV ads ASTRO does to promote their pay-per-view channels. Is that ATLorBTL? The ATL and BTL morons will say, well, it's a TV commercial. Of course it's ATL. The real answer is a question. What is the ultimate objective of the communication? Is it awareness? Is it image? Or is it to get awareness, build image, and get some one to do something? To call a number? To give up some money? And the real answer to this real situation is this: ASTRO's efforts to solicit subscriptions to its pay-per-view channels, via television com-

mercials, is a Direct Marketing task. Not ATL or BTL. Direct Marketing. And this, in a medium called television. Direct Marketing and television? As they say in Minnesota, "Yah, You Betcha". Direct Marketing and Radio? With the proliferation of cellphones, yes, DM and radio have found a match. Used to be, radio was the least used Direct Marketing medium. Theory was, "Ya can't call a number now, if you've just heard it on the radio. And if ya can't call now, no point." Well, now you can, and people do. Radio. ATL or BTL? More bullshit. It can be both. Websites. One moron, who was about to judge the "interactive" part of a Direct Marketing Awards contest, said to me, "Websites should be judged separately, by those who know websites, not by Direct Marketers. "My jaw dropped. And I must confess, I did nothing to stop that madness. What I should have done is this. I should have explained, calmly, that some websites are not commerce driven. But most should be. Those that are commerce driven, should, by definition of interactive, be created and managed by Direct Marketers. (And all website entries in a Direct Marketing competition, should be judged, in part, by results.) Direct Marketing, for e-commerce marketers, should be the number one and singular source they seek in achieving their profit goals. Websites? ATL or BTL? Also bullshit. You want to sell something? Make it Direct Marketing. Outdoor. Want to sell a perfume by using a sexy image? A Calvin Klein, nearly naked person? Use advertising. Want to sell that same sexy image, and want to get someone to call, or go to your website? Use Direct Marketing. Every time I hear someone say, ''Above The Line" or "Below The Line", you will hear me scream. Why? Because, it's not just bullshit. It's dumb. And I'm not a fan of dumb.~

And the winners are... OgilvyOne Worldwide

10

9

Rapp Collins

5

3

2

Foote, Cone & Belding (FCB) Grey Direct InterActive

4

Best of Show for Effectiveness: KL Sentral

23

Best of the Best: Volvo

10

Best in Show for Creative: RHB Bank

3 Dentsu Young &

Dentsu Young &

Dentsu Young &

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LOW

Bronze

Finish Line"

BUDGET

World Medal

The Edge KL Rat Race

SPOTS

"Euphoria"

BEVERAGES:

Finalist

Tiger Beer

ALCOHOLIC

Certificate

"Eureka"

BEVERAGES:

Finalist

Nutrigen Liteyo

NON-ALCOHOLIC

Certificate

"Euphoria"

BEST

Finalist

Tiger Beer

CINEMATOGRAPHY Certificate

4

Thompson Connect

Arachnid

"Rehydrate/Starter Gun/

Utos·an MALAYSIA

¡ NewMedia

Is it an animal? Is it a balloon?

It's Unique and Inflatable! SOMETIMES all you need is a big bright character to attract people's attention and arouse interest. A company called Unique Inflatables recently introduced in Malaysia a revolutionary advertising medium known as Unique Inflatables. As expected - it seems to have a magnetic pull- as many people stop and take a closer look, and having a touch-and-feel session. This was best illustrated during the KL Grand Prix International Horse Show 2003 road shows at Lot 10 and KLCC, where two 15-foot Unique Inflata-

bles of the event logo, a horse head, were the star attractions. Amazingly, during the KL Grand Prix International Horse Show at the Putra Stadium, the giant Unique Inflatables were the most sought after photo opportunity spots. Unique Inflatables are ideal as the star for a new product launch at any location, as a traffic stopper at road shows at malls and streets, even as a decor item and mascot in and around any venue of sporting events and exhibitions. For ideas, contact Prem Menon at 012-287 0904 and at inflate@tm.net.my t;)

The brief was to emphasis that the Toyota Hilux is the toughest 4 x 4 vehicle on the road.So tough, it's probably unbreakable. Potential consumers were given direct mailer with a jigsaw puzzle enclosed. The puzzle was a picture of Toyota Hi lux. The pieces that had the Toyota Hilux printed on them remained securely intact and could not be broken off from the rest of the jigsaw puzzle. Operation hours at Toyota's showrooms had to be extended to handle the overwhelming number of enquiries.

MORE PENCILS FOR SAATCHIS ASIA SAATCHI & SAATCHI Asia recently bagged 10 pencils at AWARD, Australasia's premier and notoriously tough advertising awards show. This extraordinary performance by Saatchi's Asian network sends a strong signal to the creative community in Australia and New Zealand that standards in Asia are world class and rising. Even more remarkable is that the winning work carne from four different markets - Singapore, Malaysia, Thailand and China on behalf of major clients including Proctor & Gamble and Toyota. Saatchi & Saatchi Malaysia won one of only two Gold pencils awarded this year with work for Toyota. Saatchi Singapore walked off with 3 Silver

141 aDOJ MARKE11NGCOMMUNICATIONS

and 3 Bronze pencils for work on the Republic of Singapore Navy, Wonderbra and New Man magazine. Saatchi Thailand won 3 Bronze pencils; 2 in print and 1 in television. While Saatchi Guangzhou became the first China-based agency to ever win an AWARD pencil, taking a Bronze in television for Proctor & Gamble's Oil of Olay. "We don't usually enter AWARD from Asia. This year, however, we made an exception and entered a small selection of our best work. The idea was to remind the creative communities in Australia and New Zealand that Saatchis is alive and kicking right across Asia-Pacific and help us pull talent in this direction", said Craig Davis, Saatchi' s Regional Executive Creative Director - (now with JWT).

The results from AWARD are indicative of the rapid development of the Asian industry where Saatchi' s Asian network has just been ranked Number 1 by Campaign Brief Asia. "Bottom line, we won 10 pencils from 4 different offices, some of the guys from Singapore and Malaysia were able to be there and take their bows. Hopefully people noticed. Congratulations to all the team in Singapore (No. 2 agency on the night), Malaysia, Bangkok and Guangzhou, you are stars" , said Davis. The success of Saatchi Asia helped secure Saatchi & Saatchi the Number 1 Network title at AWARD convincingly this year. This follows Saatchi Asia finishing as the Number 1 Network in Asia at Cannes, D&AD, Clio, One Show and Adfest in 2003. t;)

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Opinion also a moderator for the Diploma in Advertising offered by Thylor's College. The programme follows USM's Mass Communications programme structure and graduates can complete their degree in USM. The Institute of Advertising and Communications Training (IACT) is probably the country's best advertising institute. Firstly, it is the education arm of the Malaysian Advertis... Agency practical training should be better ing Association (MAA) and the 4A's, and secstructured with better supervision by lecturers in ondly almost all its lecturers are advertising close collaboration with agency professionals... and communications practitioners. This ensures students get industry training from BY ADI SATRIA for students, the industry and themselves. the experts themselves. Managing Director, Utusan Media Sales According to Lee Kok Leong who runs the Shahrein, a UiTM Advertising graduate himself place, IACT graduates are highly sought by the currently has 3 student-trainees in his agency. THE rise in importance of marketing commuHe feels it would be a great idea if UiTm sets ad industry. Their programmes combines solid nications in all aspects of business and industry up its own ad agency to give students and lec- theoretical grounding with relevant industry over the years has given rise to the growth of turers real hands-on experience in advertising. training. Diploma holders can continue to pureducation in advertising, public relations, graph- This agency can also act as a research division sue their degree programme for only a year in ic design, copy writing and many other related with real campaign case studies. He likens this universities in Australia, UK and US while othmarketing communications subjects. to the UiTM owned hotel located at the Shah ers may take about 1 112 years. Shahar Noor, MAA President, also an UiTM was one of the earlier institutions that Alam campus which gives an opportunity for provided a specialized major in advertising its Hotel Management students to do their prac- advertising graduate of UiTm and currently Associate Director, Corporate Communications within its mass communications diploma tical training in the campus. which was later upgraded to degree status. This Moharnad Md.Yusof, senior advertising lec- at Panasonic Malaysia is one who likes to see ~titution have produced thousands of graduturer at USM's School of Mass Communica- higher standards of communications education ates over the years with many going on to tions is probably one of the few academics who in Malaysia. In this respect IACf, the MAA's and 4A's become leaders in the advertising industry. maintains a high level of interaction with the Azizul Kallahan owner and Chairman of industry. A former ad man at Enterprise Com- joint education council did a tour last year of Spencer Azizul Advertising, Khairudin Rahim munications (a subsidiary of PfM Thompson) Australian and New Zealand Universities to Managing Director of Lowe & Partners and in the early 80's, he is well aware of industry increase collaboration of its diploma and degree Muzaddikh Meah owner of DNA Communica- needs. His programme at USM includes Inte- programmes in creative multimedia and graphtions are some of the early advertising graduates grated Marketing Communications which is ic design. The success of IACT have prompted of UiTM who have made their mark in the probably the industry buzz word today. the Indonesian 4A's to emulate its programmes. industry. The success of UiTM graduates in the USM's Mass Communications structure Shahr also said that Vietnam is also talking to advertising industry was mainly due to its includes a 2-month industry attachment for all them to help develop an advertising institute. course structure which included a 6 month stint second year students. This exposes them to an He hopes that this will make Malaysia a centre at an advertising agency. The exposure was ben- actual agency environment and hence a basic of excellence in advertising education. Linkokwing University College of Creative eficial to students as it prepared them for the knowledge about the real world of advertising. real world of advertising. Employers too were However during their third year of study Thchnology is probably the leading private uniable to select the best trainees who were offered they are given the opportunity to obtain more versity offering a range of mass com, creative jobs even before they graduated. in depth learning and experience in a mar- design and multimedia diploma and degrees Shukri Rafaie, another one of UiTM gradu- keting department of a company such as a which meet the requirements of the industry. ates did his practical training at the then PfM hotel and other services. This independent The inaugural Malaysian Creative Circle Thompson in the early 80s and he joined the study is optional and depends on the stu- Awards (MC2) last year was held entirely at LUCT's campus in PJ with full involvement of agency upon graduation. After stints at Bozell dent's area of interest. and McCann-Erickson, he is today the head Industry practitioners feel that USM proba- its mass com students. Overall the standards of advertising educahoncho of Bates Malaysia. bly has one of the best communications degree Shukri feels that UiTM (then known as programme s today. As advertising today tion in Malaysia is probably one of the best in ITM) gave all the necessary training to prepare evolves into Integrated Marketing Communica- the region. However there needs to be more students for the tough and demanding world of tions (IMC) students have begun to appreciate emphasis on the practical aspects of training. advertising. However the 6 months practical the opportunity of understanding and having a Agency practical training should be better strucdepended very much on the commitment of practical experience in IMC which makes them tured with better supervision by lecturers in the agency's managers in providing the relevant even more marketable. Moharnad Md Yusof is close collaboration with agency professionals.~ exposure. It was really a case of whether the , - - - - - - -- - -- - - - - - - - - -- - -- - - - - - - - - - - - -

IS ADVERTISING EDUCATION SERVING THE INDUSTRY WELL?

students wanted to learn and how much time the agency was willing to spend and sharing relevant information with the students. Shukri feels that over the last few years the UiTM students were only given 2 months for their practical training and he considers this inadequate. This was revised to 5 months which is equivalent to one semester. Shahrein, co-owner and CEO of Friends Advertising echoes this sentiment and feels that much more can be achieved if only academics are willing to spend more time with industry practitioners to create a win-win situation

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Omar Shaarl Representative

omar@brandhub.com Mobile: 012-366-1152

BRANDHUBÂŽ www . brandhub.com

Unit 915, Level 9, Blk 82, Leisure Commerce Square No.9, Jalan PJS 8/9, 46150 Petaling Jaya,Selangor

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TeleMarketing

BY THE HAMMER

Laurent Junique, CEO ofTeledirect

ADOI RECENTLY caught up with Laurent ]unique, CEO of Teledirect Pte Ltd, to find out about crucial and critical phone calls that marketers can make to keep their customers hooked. Laurent founded Teledirect seven years ago in Singapore and with the recent acquisition of Teledirect by OgilvyOne, Laurent has expanded the Teledirect network to include the global WPP communications conglomerate. Laurent's vision for Teledirect is to become the provider of best customised solutions in teleservices, outsourced customer service and teleconsulting in Asia and to that end, he has created special expertise in mystery shopping, call centre consultancy as well as customised training programs for other call centres. Additionally through the WPP network, Laurent is able to embed -the complete customer life cycle approach to effectively include above-the-line and below-the-line marketing strategies such as direct marketing, advertising and public relations into successful telemarketing programs. Telemarketing has been spoken of at length. Just for the record, can you restate the latest situation on this for our 30,000 readers out there? Telemarketing is a discipline that has experienced different levels of development, depending on where it is performed. It is saturated in the U.S., and still developing in Europe as well as nascent in Asia-Pacific. With regards to our region, outsourced telemarketing has taken off in the consumer finance marketing sector but has yet to be fully utilized in the telecommunications and IT sectors as well as in the B2B environment. We expect these three opportunities to drive the overall business in the coming decade. At the same time outsourced telemarketing in the consumer banking sector is likely to continue growing at double digit. You mentioned providing end-to-end solutions on anything telephony. What does this entail? Teledirect provides end-to-end telecommerce solutions ranging from telesurveys to collections including telesales, customer ser4ol ::tMIMARKmNGCOMMUNICATIONS

vice, helpdesk and call-center consulting. Whether a client needs to outsource or insource we have a solution for them. We also propose a contact management software solution and data services. The only thing we do not provide is the hardware. Our purpose is to solve a business problem and to develop a sustainable and profitable customer relationship management program that will improve a client's strategic position. The lines (excuse the pun), are blurring between fixed lines, mobile, sms, mms as communication tools. Now there's talk of integration across these multiple channels in terms of a marketing package. How do you see this shaping up?

Is telemarketing accountable to ROI? Thlemarketing generates more ROI than most direct marketing techniques. It generates 4 to 20 times more response than direct mail. It is 5

times cheaper than a field visit. Oops, we never got to talk about your own company Teledirect? Could you please fill

us in? We've been in Malaysia since October 2001 and operate a 184 seats call-center. A large portion of our business is in the finance sector and we will soon add the telco, then IT sector to our list of industries here. We differentiate ourselves by the quality of our work and infrastructure. We are the partner of choice for multinational and large public listed organizations with a regional presence. Since we operate other call-centers in Singapore, Taiwan, Thailand and Hong Kong we are able to deliver creative, multilingual and customer focused solutions.

Excuse the rudimentary question but isn't telephone etiquette much to be desired in most markets? There have been significant improveThere is a huge potential in Asia to upgrade the skills of telemarketers. ments in Asia in the We have already noticed that 50o/o of our past 2 years with the emergence of standards customers like to communicate via mobile organizations (ISO, etc.) and a true commitphones. The latest programs we run inte- ment from large organizations to improve their grate all those communication tools above to inbound call-centers. In the outbound telemardeliver information at different stages of the keting sector though it remains extremely difcontact strategy. We may speak to a cus- ficult to be impressed by the quality of the contomer on his landline and automatically con- versations we have audited so far. There is a huge potential in Asia to upgrade firm terms of discussion by SMS or MMS. This customer might call us back using his the skills of telemarketers. They just don't mobile or through webchat or email. All know how to sell and they sound pushy. They these transactions are tracked in one CRM do not communicate, they bombard customers package that links customers to the contact with information. The scary part is that even center and the different departments with 20 years advance over Asia, the U.S. qualinvolved in fulfilling customer's satisfaction ity is not any better. Someone needs to do at our client's premises. And sometimes our something about it. And we have decided as a clients' departments are geographically very regional organization to be among those who far apart. Finance may be in India, produc- produce superior quality telemarketing where a two way conversation is encouraged and tion in Malaysia, etc. The key to all this is the ability for each where the customer relationship is enhanced channel or department to have a seamless as a result of a call, regardless of the outcome. access to the history of communications with These are not wishes. These are our in-house customers and for information communicat- standards. We are studying whether we should ed to customers to be well organized. So hav- start sharing them in a public platform in the interest of the industry. fi) ing a web knowledge base is critical.

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AdVerse

I MALAYSIA • ELECTRONIC10 DRIVE ECONOMY The Malaysian Institute of Economic Research (MIER) forecasts a gross domestic product (GOP) growth of 5.7% this year, driven by the electronics sector, foreign direct investments (FDis), corporate earnings, bullish equity market and election spending.

MAXIS TARGETS 70,000 USERS FOR MOBILE VIDEO Maxis Communications Bhd is targeting 70,000 to 100,000 users for its newly launched VIdeo Streaming Service (VSS) by the end of this year. Maxis' mobile VSS is the first of its kind in Malaysia. It enables subscribers with MMS-enabled mobile phones to view various Astra channels in real time and pre-recorded video clips. Subscribers would be able to view CNBC and Hitz. TV in real time, while AXN, National Geographic, AK and other popular Astro shows would be streamed pre-recorded.

Holy smoke? Post-cigarette advertising era

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•

CHANNEL 9 EXPANDSCOVERAGE10 WEST COAST Channel 9 has expanded its coverage to the west coastThe station's senior director of engineering and production operations,Jayaganesh Sabapathhy,said with the installation of new transmitters, viewers in Johor, Penang, Kedah, Perlis and Malacca will be able to receive high quality audio-visuals. • FUTUREBRANDCOMES10MALAYSIA FutureBrand has opened shop in Malaysia and is helmed by Bas Melssen who previously worked for another KL-based brand consultancy, Axis Communications Identity. FutureBrand is an lPG shop and even before launching an office here, the consultancy had already begun working for Malaysian clients such as Petronas,Mutiara Hotels& Resorts,and Sapura through its Singapore office. What will the future hold for them?

PEOPLE MOVES • Patrick Lockwood Taylor has been appointed P&G's country manager of the Malaysian office succeeding KMunusamy. Lockwood Taylor has been with P&G for more than 12 years, starting as an account manager in the sales department. He has worked in West Africa, US and Switzerland. • D. Thanasekaran, Country Manager of Glaxo SmithKiine Consumer has left after 25 years. He is moving on to other pursuits. • Craig Davis has quit as regional executive creative director of Saatchi & Saatchi to become JWT's Chief Creative Officer for Europe, Middle East and Africa, responsible for 46 countries and 56 offices including the flagship London office. Davis, who has been with Saatchis since 1999, is one of the mostawarded creatives in Asia. • Chan Wai Leng, former Panasonic Senior Executive,CorporateComm is now a Brand Manager in ntv7. • David Ross formerly Marketing Director of New Zealand Milk Malaysia has left He is replaced by Ms Rowena Danker from Danone. • Jamie Me Tavish joins Batey Malaysia from Australia as Executive Creative Director, replacing outgoing CD, Ben Hunt • Lowe's Addison James moves on from Lowe Singapore to head Lowe China.

201 aDOIMARKETlNGCOMMUNICATIONS

BYNICKYWAm THOSE were the days when the boys who handled cigarette accounts were touted as the 'glamour people'. It was free for all- no holds barred. Do anything you want. Let your creative energy flow. They were envied, sometimes worshipped for having the best clients who did not tell them what to do. They also had big budgets and clients never complained about having to pay an arm and a leg for props or state-of-theart animation. Who else but the cigarette boys would send a bottle of champagne for a wellexecuted shoot? Who else can fly on the clients' account to supervise post-production in Australia? With the rewards came the bold words and even bolder campaigns. Words and phrases like Yes, Success and International Passport (heard of a regional passport?) were creative results of such freedom. The Klassen brothers - Rennie and Lenny and one Mike Nasir were symbols of the macho man that the ads projected. Then came the so-called ban on direct advertising. So, you couldn't show Rennie at the shooting range or Lenny as the ship captain. Nasir lighting up his brown cigarette from a glowing piece of wood from the barbecue pit became a 'no-no'. Although the glamourous girls came on the scene, the glamour people who handled the cigarette ads had more to do. So, they switched from creating ads for cigarettes to making ads for travel agencies, mountain holidays, jewellery stores, ties and cravats. The creative juices flowed. When nothing else worked, even the images of international footballers were used, illegally though. However, when South Korea and Japan hosted the World Cup two years ago, the bubble almost burst.

When the anti-smoking lobby in London alerted the Professional Footballers' Association, their hands were literally stuck in the cookie jar they were stealing from. And the colour of their faces and those of their clients changed from normal to the maroon colour of the packs. Some even turned crimson red. By the time the World Cup fever ended, the glamour boys were reduced from heroes to zeroes. The ban on above-the-line promotion, including print and electronic ads came into force. The creative team was reduced to supervising still photography and creating posters and buntings, which previously had been assigned to one-man backroom agencies. These days, the creative juices do flow, albeit on a low key - minus the glamour and of course, the champagne. Designing skimpy clothes for promotion girls and creating gift packs have also ended up in their portfolio. These days, no one talks about 'cigarette boys'. Betrayed by clients who did not see it coming and dumped by changes in laws and regulations, the once high riders have been brought down to earth with a thump. However, don't write them off. Because we need to host the Formula One (and for a small portion, soccer), there is some work to be done here and there. There are A-boards and billboards to be designed, minus the catchy phrases and stunning graphics. Soccer brings mundane work or little at all. Who else can design better jerseys than adidas, Nike or Lotto? The funeral rites were performed a long time ago. But how and when will the pyre be lit? @)

TV THREATENED? WI11I millions of television viewers poised to sign up for digital video recorder (DVR) services in the US, network executives have plenty toworryabout these days. Already scrambling as younger viewers drift off to play video games and watch DVDs, they face a potentially even more powerful threat: Over the next several years, DVRs, which record 1V shows on hard drives instead of on videotapes, are set to hit the mainstream as cable and satellite operators start to offer them at huge discounts. As a result, the number of DVRs in front of couch potatoes could nearly double, to 5.8 million by the end of

2004, according to tech consulting company the Yankee Group. That number could jump to 24.7 million-or more than one in every five 1V households-by 2007. By then, SG Cowen Securities Corp. analyst James Marsh projects, 1V users will be zapping through more than 60o/o of the commercials, ignoring an estimated $6.6 billion worth of ads. "The DVR has the potential to blow apart the entire network business model," says media consultant Blair Westlake, a former chairman of Universal Tv. How will broadcasters and ad agencies retaliate? No clear strategy has yet emerged.fY

I

BroadcastExclusive

TV3'S roadshows and events around the country are an undeniable testament to viewer loyalty and identification with the station. TV3 decided to start the year with a bang by launching its Sure Heboh carnival 1st January 2004 on Pangkor island. ADOI meets up with Dato' Farid Ridzuan, CEO of TV3 to find out what keeps taking him around the country ...

The Sure Heboh carnival seems a great way to kick off 2004 - but you also organised something similar last year didn't you? The Sure Heboh Carnival yielded a lot of support from the Malaysian audience and there was an unprecedented turnout when we introduced it last year. Its immense success encouraged us to hold yet another similar carnival this year. Since our 20th anniversary is just around the comer, it is ideal to organise another round of the Sure Heboh Carnival as we hope to interact more deeply with our loyal viewers in the 11 states, including Sabah and Sarawak, where the roadshows will be held. We also wanted to take advantage of the commencement of Perak's Pangkor Carnival on 31 December 2003. TV3's Sure Heboh Carnival 2004 was officially launched in Dataran Pangkor, Pulau Pangkor at 12.10am, right after the New Year countdown.

How different is this year's Carnival in comparison to the inaugural one? Sure Heboh Carnival 2003 travelled to six

TV3's Sure Heboh Carnival2004 was officially launched in Dataran Pangkor, Pulau Pangkor at 12.

The Sure Heboh Carnival, which kicked-off on 17 January 2003 in Seremban, Negeri Sembilan, demonstrates our strategy

different locations Johore, Malacca, Pahang, will be on hand to entertain the visitors at vari- alities and senior management in the flesh. Penang, Perak with its final round held at Stadi- ous road show locations - Negeri Sembilan GanIn line with TV3 being awarded the exclusive um Putra Bukit Jalil, Kuala Lumpur. This year, uary 17 & 18), Malacca (February 7 & 8), Johor Malaysian broadcast rights for the upcoming we have added more states to its stable of loca- (February 28 & 29) to be followed in the other UEFA EURO 2004TM , we are setting up a UEFA tions and venues to include Negeri Sembilan, eight states which include EURO 2004™booth in all Kelantan , Pedis, still including Sabah and Sarawak, Penang, Kelantan, Sure Heboh Carnival venues Sarawak in order to meet the most number of Sabah, Pahang, Perlis, Perak. as part of the championship's . •. As the nation's loyal TV3 fans. TV3's Sure Heboh Carnival leadl"ng televl'sl'on network, promotional campaign. The This time around, TV3 will be introducing 2004 will culminate in Kuala Sure Heboh Carnival, which new programme offerings for the year such as Lumpur at the end of June. we reach millions of Viewers kicked-off on 17January 2003 ResQ, Explorace, Sarnarinda, Ah-Ha and Medik To add more value to the in their homes everyday. in Seremban, Negeri SembiTV via numerous activities such as mini Explo- carnival, TV3 once again We are a big part of their lives, Ian, d~onstrates our strateraces and Sarnarinda sketches, to name a few. includes an element ~f chari- thus the Sure Heboh Carnival gy to bnn~ us ~P close and 1 • • Apart from that, more programme booths ty through the formation of a . personal With VIewers across such Thlent Search, UEFA EURO 2004™, TV3 charity fund 'Tabung TV3 IS defmltely a good platform Malaysia. Besides getting to Kids & Teens, Women@TV3, Primetime, My Bersamamu' which aims to to deepen that meet TV3 personalities,- visiTV3, Pearl and Chill Out will be set-up and var- help needy Malaysians in the . bond even further... tors also have the opportunity ious interesting activities will be from the pro- states that the Carnival will to take part in various activigramme itself. Activities to look out for are . be held. ties at the UEFA EURO quizzes on tv programmes at the Prime Time 2004n.booth such as football dart games, futsal and booth; contests at the Chill Out booth; drawing What on-ground activities can the public playstation competitions plus interactive quizzes and colouring contests and wall climbing at the expect? on UEFA EURO 2004™and football trivia. TV3 Kids & Thens booth; singing contests, batik Visitors can look forward to visiting TV3's As the nation's leading television network, printing demos and foreign language contests at programme booths displaying various pro- we reach millions of viewers in their homes the Women@TV3 booth. gramme information and paraphernalia. They everyday. We are a big part of their lives, thus, Popular Malaysian artistes and celebrities can also look forward to meeting TV3 person- the Sure Heboh Carnival is definitely a good

221 aDOIMARKEilNGCOMMUNICATIONS

The cross times are between 3pm- 4pm on the carnival days and listeners who tune in to the respective stations can catch the cruisers at the specific time and on the locations. The latest audience share clearly indicated that TV3 is the most watched channel. Is the Sure Heboh Carnival part of your strategy to maintain your leadership position? 1V3 recorded 51 o/o audience share for the second time in June 2003 - partly contributed by the Sure Heboh Live Concert on 29 June 2003 where the show recorded 21 TVR- 4 mil viewers against normal 11 TVR for other programmes on same time slot. Programming and viewership are closely intertwined. By virtue of us going beyond 1V to reach out to our viewers via off-screen activities such as the Carnival, we are trying to show viewers that yes, 1V3 values audience feedback and tries hard to meet their needs and wants. Audience response is undeniably critical to our business and we use this as a basis for our programming content selection. Our positive viewership results coupled with our marketing innovations are certainly testimonies that our efforts of involving viewers in our research and planning are paying off. And we will continue all efforts to maintain our leadership position. lfing us up close and personal with viewers across Malaysia!

platform to deepen that bond even further. Through this activity, we are also able to express our gratitude to our viewers for their loyalty and support throughout the years. Plus, this gives us the chance to give them a glimpse into all the great shows, local or syndicated, that we have lined up for this year. How else do you plan to promote the carnival? Print advertising? Radio advertising? 1V3 is creating awareness towards the Sure Heboh Carnival 2004 by creating hype through radio airtime and print advertisirig in mainstream dailies. Since the Sure Heboh Carnival includes roadshows nationwide, we are hoping to reach out to listeners through various radio promos in HitzFM, RadioEra, My FM, Cats FM and Radio Sabah. The promos are 30-second spots in 3 languages: English, Malay and Mandarin and signature Sure Heboh 'shout' is used for every language. Various radio mobile cruisers such as the Mix Roadrunners, Skuad Era, My FM Escape Team will be reporting from the venues of Sure Heboh Carnival"live" as well as distributing 1V3's merchandise and goodies to the public.

Mter much success with last year's Sure Heboh Carnival, what would be the ultimate satisfaction for TV3? I must say that I'm pleased with our achievements so far. For the record, last year's nationwide roadshow successfully attracted more than 3 million visitors in total. Sure Heboh's first venue in Seremban Uanuary 17 & 18, 2004) attracted a total of almost 300,000 visitors! Building a legion of fans for our Sure Heboh roadshows is no small feat. It takes a lot of commitment, passion, drive and most importantly perseverance from our TV3 team to have come this far. The dedication our teams show towards our viewers and their continuous quest for bigger and better content demonstrates that we have our viewers' interests at heart. What special programmes can viewers expect this month, any romantic ones or tearjerkers for the Valentine's Day? We are bringing Romance to the February line-up that will certainly cater to today's viewers. Additionally, we will continue to screen some proven favorites such as: Shakespeare in Love, Hope Floats, Love is all there is.fD

aDOIMARKETlNGCOMMUNICATIONS 123

AccountPianning

Be careful WHAT YOU ASK••• BY COUN JOWELL Strategic Planning Director, M&C Saatchl

I recently delivered a training workshop to over 60 professionals in the advertising and communications field. 18 agencies were represented. Some were local, some were multinational. So you could say that my sample was pretty good ... All was running fairly smoothly until we hit on the topic of research and its usage in the creation of advertising. What initially may have been a downright boring segment, ended up being the most lively debate of all. The problem was thus: In an attempt to reduce the risks inherently involved in creating new, fresh work, their clients were using focus groups to "pre-test". A common pattern emerged: instead of getting a greenlight on new directions, almost any ounce of creativity was being stifled. Instead of moving forward, consumers were supposedly "telling" our clients to go back to square one: produce rational, factual campaigns in the same tone and manner practiced for years. Now I am all for consistency in a brand, but surely, in these competitive times, you can get too much of a good thing. And too often, I'd bet that consumers, opting for the safe line in a group are the first in the queue for the next fashion or fad. The inconsistency between what you are being told, versus what they do is huge, and the reason is not that hard to see... Qualitative groups are often statistically invalid This seemingly obvious point becomes a little more sinister when you witness how many marketers outsource all decision making power to ten randomly picked demographically appropriate people. The standard reply is that "at least it's more valid than my own biased opinion". If that's how you feel, then you are not much of a marketer: the so -called gut feel of a client and their marketing team should be a distillation of the experiences that team has had. That could be a sample base of well over 20 launches and campaigns. Add the experience and expertise of your agency partner (that's why you appointed them right'!?) and you can tap into the experience of over 100 launches that have affected millions of consumers. Suddenly "gut-feel" is not as subjective as it sounds! If experience has any worth at all, surely it's the ability to take learnings from the past and apply them to the situation at hand.

Groups use unrealistic stimulus material. We have dramatically improved scamps to look more like the end product to make it easier for the consumer to visualize what we are

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talking about. But on a shoe string budget we can only go so far. Hopefully what makes us professionals is our ability to make the visual and creative leap in our minds from these boards to a finished commercial.But even then things often surprise us in the end product ... the specific look of one of the talents, the unique impact of the music, etc. And yet we expect the group to somehow get exactly what we mean, what the commercial will look like, feel like... get real!

Now, I am not against research! Some of my best friends are researchers! And they remain my best friends by being indispensable allies in creating advertising. Here is how.. .

Get them involved sooner. No good strategy happens in a vacuum. We need consumer input and consumer insight. But the conversation that yields that insight tends to be a lot more free flow. You can do it anywhere out of the glass box, where people are more likely to give truer response. You want to know what motivates a clothing purchase, go to a mall! You want to know what motivates a car purchase? Thlk to their kids! And take your creative teams along too. You can play games, use projection techniques, anything that avoids the perception that there is a "right" answer the way a pretest does. And if you are still uncertain, you can test your hypotheses at a quantitative level. Put that in your creative brief and step aside ...

A forced environment We know from the behavioural sciences that people react differently when observed. Even Test For Meaning and Offense only. the best facilities still have that tell-tale one way So your strategy is well formed and based glass:like set of Miami Vice Police Line-up, with on genuine insight facts. All you should want added comfy sofa's of course. At least in South to know now is "Does this Africa, I could thr ow in a few get the message across ", and ... there is death beers and bottles of vino, and "How many people will I people would relax and open up to new thinking right offend?"(notice it's how many, a bit (though whether the opinthere. All they will tell not if, because any stand-out ions of drunks make for better work will step on someone ' s you is a comparison toes somewhere) This is a data points is also debatable!). In to what they have Malaysia, the best I could hope rational question suited to the for is a sugar-high. People just rational testing environment. seen before ... don't open up that easily. ParticBetween Environment and Stiularly if there is one loudmouth ah-beng oppo- mulus material issues, any other information site you ... just let him mouth off for an hour, col- you are after is just too unreliable. lect the cheque and go ... Post-test to your hearts content. You ask rational questions about emotional But again , try to ask the right questions. issues. Rather than go down some overly rational Think of your spouse, or whoever it is that analysis of the advert (though at least here we you truly love. Now tell me why you love them. are dealing with finished work) , you should be I can already hear your list of responses: They more concerned with overall brand percepare kind? Generous? Caring? Considerate? Hard tion. Thke your samp~e, ask them what they working? Something unprintable in a family think of the brand in whatever parameters are magazine like ADOI?. I bet even if you made a relevant, and only then ask them if they are list, it still wouldn't properly explain it. And yet aware of the advertising. Compare the brand we ask people to explain why they do or do not perceptions of the aware versus the non aware like some scamp of some unfinished idea, and group. While this incorporates more elements somehow expect a meaningful answer. of the marketing mix (e.g. the product is so An even worse question is "Do you think it's crap no amount of advertising could change an appropriate advert in category X". Well there your mind) , it's a lot less invasive a test, and I is death to new thinking right there. All they will woUld therefore argue, more useful. tell you is a comparison to what they have seen before. Not necessarily the same as what they So there you have it: a handy guide to mitwant to see, or what they end up buying. Back igating some of your clients' fears and risk. to the love example: You may tell the world you But it will never eliminate the risk altogether: want a Kate Moss look-alike, but you married like any good investment, there is an associatsomething quite different, didn't you .. . ed risk associated with change. But there is Overall, you are using words to measure also a risk associated with stagnation, which is your response, and words are the tools of the what I see happening: feature laden muddy rational mind. But that's only about 50o/o of messages, making over the top, unsubstantiatwhat we do anq how we think. So no wonder ed claims, with short term specials and zero new concepts are bombing, yet the work that brand building or emotive bonding. But that's makes it through groups is still not delivering not just my opinion ... my sample of 60 would what the group said it would. appear to agree. ~

< Apple I Solution Experts Consultant

T - 603-7728 6227 F - 603-7727 7005 www.jenstudio.com jensiow@pc.jaring.my

CampaignShowcase

The guy who played Zidane didn't even know who Zidane was.He fries Hokkien mee for a living, man.That roti canai guy, he's the real McCoy.That car wash scene, that's where I send my

"We detest pseud car for washing every weekend...

ONE of the most talked about and enjoyable ads currently running on Malaysian tv has to be the Celcom EPL spot. ADOI caught up with Anthony Wong, CD of M&C Saatchi and Marzuki Maani, Senior Art Director at M&C Saatchi - two peculiar and bizarre charac­ ters to find out what inspired this hugely enter­ taining ad... This is one of the most memorable ad spots - people like it, they're talking about it ... What was your brief and how did you crack it? Marzook: We were given a simple strat line: "Celcom Shares Your Football Passion". We did­ n't want to come out with another run-of-themill football promo campaign. It had to be dis­

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They're so not cool. We wanted to de-glam­ ourise every shot. We actually used ASA500 film stock to increase the grains and shot it 2stops under. Then went on to bleach the film in the lab! Not in the TC suite! You know, just to Anthony: How did we crack it? With the help f#*k up all the colours and luminance. That was of lots of alcohol actually. Everytime you drink, f#*king risky. We hadn't a clue if people would some brain cells die. Darwinism dictates that like the look or just vomit into their beer cans only the fittest survive. So the not so good cells while watching it. In the end, the whole thing went, and were probably replaced by less use­ looked so uncool, people found it cool. F#*k, are we making sense? less ones.

tinctly different. That was paramount because Celcom was new to football sponsorship. So we took the "Shared Passion" platform to its logical conclusion and arrived at "Football Madness".

One element that was cleverly done is how you 'Malaysianised' the watching of English Premier League games - how did you come across this insight that watching the EPL doesn't have racial, cultural, social divides? Marzook: F#*k, that's a deeeeep question. Did we transcend racial, cultural and social divides with the eventual work? Do we look like the Dalai Lama? F#*k, no. What we knew was that there's always tribalism amongst the sup­ porting ranks. Man Utd fans get lots of stick and so do Liverpoolfaithfuls. It's all very neo-Neanderthal. Even the lady fans get very passionate. Only alcohol can dissolve the animosity Anthony: The Malaysianization (we feel anal saying that) thing crept in only at the prepro stage. It wasn't really in the original storyboard. We always detested pseudo-cool ads.

Marzook: (Shakes head) One of the things that makes the ad work is that while the treatment is humorous - the content - is very smart. Very few ads achieve that happy balance... how did you do it? Anthony: In between copious amounts of alcohol. You were a film director in a previous life ... how do you think that added to the making of this ad? Anthony: In many respects, that experi­ ence... having earned a living as a film director for 3 years... was invaluable. The treatment notes became the blue print for the whole commercial. It crystallized our thoughts. Since almost every storyboard frame was going to be

©•

celcom

Live the Passion

ads!" a street scene, we decided to use Lat cartoons as an inspiration. You know, shoot it as it is. No "aspirational middle class" bullshit. The camera whip-pans represented the eyes of our insane protagonist, our football-mad fan. The shoot was incredibly smooth thanks to our production house, Film Base. We kinda flew from one location to another, very point-nshoot. The budget was very, very tight. We barely had enough to pay the talents but in the end, that part didn't make the production value suffer because we didn't want actors anyway. We wanted non-actors. And they turned out to be incredible. I mean, the guy who played Zidane didn't even know who Zidane was. He fries Hokkien mee for a living, man. That roti canai guy, he's the real McCoy. That car wash scene, that's where I send my car for washing every week­ end. But yes... I've never shot so many scenes under 3 rolls of film. Most shots were done in 2 takes. I would never have had that kind of assured feeling directing it had I been a novice in filmmaking. We were literally running from street to street, pointing and shooting. Nothing was mocked up or set-built. Very cinema verite. The budget was that tight. Necessity was the mother of invention. Who was the team that worked on this ad? Including the person who wrote the quirky music which just sticks in your head ... and

on your client side as well. Anthony: Padma and Michael were the clients who worked with us on this. Very sharp, very decisive in the pre-pro meets. Colin Jowell on strat... TH Chong, Iris de Souza and Jordan Chua on servicing... Bobby Chan, our group head, brilliantly presented and sold the idea... Ivan Lim on copy, Siti Zuraifah produced for the agency... Jennifer Montiero and Bert Aw pro­ duced for Film Base... Leslie Yap did print pro­ duction... VHQ on post... Jacie and Karen pro­ duced for VHQRavi cut the film,Sharon did the fab graphics... Chin Chen Fong on cinematograpahy, Adam on stills...Marzook, of course, on art direction... hope we haven't left anyone out. Marzook: Music was by Yong of VHQ. Our brief for the music was to go for anything that was suggestive of dementia. We had a rave piece that was very hip, very gila but it was too hip. So in the end we went for this circus clown music because it was so anti-hip. So un-selfconscious of itself. So de-glamourised. But most of all, it would be the kind of music you hear in your head if you're insane. Anthony: Don't ask us how we knew that. We just knew. Maybe because sometimes we heard it in our heads too. Before the commercial was made. Especially the morning after the night you've consumed copious amounts of alcohol.©

BrandBait

Branding in Malaysia: hype or strategy? BY BAS MELSSEN

bmelssen@futurebrand.com

BRANDING in Malaysia is moving swiftly beyond the cosmetic application of identities and tactical communication campaigns. But what exactly is driving the demand for brand­ ing as a strategic tool in Malaysia? We think it's a combination of several macro and micro economic factors. Market maturity Malaysia's reached the stage where signifi­ cant industry players are moving beyond OEM status and are starting to build indigenous brands. Taiwan and Korea experienced a similar phase in the last ten years. Brands like Acer and Samsung have validated the shift from a tangi­ ble asset strategy to intangibles as a source of economic value and margin differentials. Cor­ porate Malaysia's growing approach to creating value and competitive advantage through intan­ gible assets (i.e. indigenous technology) puts it at the forefront of most SE Asian countries. Consumer Affluence In the last decade, Malaysians have experi­ enced relatively high disposable incomes. Prosperity breeds choice. More dis­ cerning Malaysian consumers offer mar­ keters the opportunity to position their prod­ ucts and services to satisfy emotional need states. Branding thrives in this environment as a source of differentiation. Globalisation In the Asia Pacific region, as more Free Trade Agreements (FTA's) are likely to open up national economies, the level of protectionism in domestic economies will decrease. For Malaysian companies, (e.g. in the automotive sector) building strong brands will become an essential tool in defending market share against foreign entrants and imports Sector Consolidation. As industry sectors are rationalized and the number of players reduced in some economic sectors, branding is a means to protect market share by building customer franchises and to leverage corporate value in M&A negotiations. For example, in Malaysia' financial services sec­ tor, branding will continue to play a key role as local banks continue to consolidate. Market penetration Branding offers a strategic platform to expand internationally. Local companies such as

28 dDOfMARKETINGCOMMUNICATIONS

YTL and Petronas reached an inflection point when they were seen to internationalise. Viable candidates for international brands are likely to be found in several sectors in Malaysia's econo­ my as companies look to expand beyond the domestic market. Geo-Political Policy Increasingly governments are actively man­ aging their national brand to support the efforts of indigenous companies on the international stage and to ensure that the origin of the brand is appropriately positioned. By harnessing strategic branding techniques, some economic entities have already led the way in expressing core values and ideas and in projecting a pow­ erful and consistent message far beyond their geographies. Hong Kong, Singapore and, more recently, Thailand have all embraced a strategic approach to branding beyond destination mar­ keting campaigns. Local trade facilitating agen­ cies like MaTrade and MITI are already address­ ing these issues. Intellectual Capital There is an increasingly informed dialogue and a growing debate around the nature and role of brands in Malaysia, particularly in the last 12 months. Malaysian leaders in both the public and private sectors are increasingly aware of the role of brands in building econom­ ic and financial value. At the same time, the knowledge and experience of local marketing professionals and the recent establishment of local offices by leading global branding special­ ists provides a base of sophisticated and experi­ enced talent But what role can branding play in sustain­

ing Malaysia's competitive advantage into the future? Fly the flag for Malaysia Brands can address stereotypes and cliches of a nation, and communicate a core idea with power and economy. Switzerland's previous reputation as a cuckoo clock manufacturer was transformed into one of precision timekeeping by brands such as Swiss Air and Swatch. Under­ stand how your brand can leverage its country of origin associations to help position Malaysia internationally. Market entry strategy Brands can penetrate new markets. The German and Japanese automotive players posi­ tion their brands differently in international markets and still create preference and loyalty. Understand how your brand strategy can be adapted rather than standardized as part of your market entry strategy. Portfolio rationalisation Brands focus investment, leverage market­ ing spend and avoid undifferentiated exten­ sions. P&G and Unilever have both recently undertaken portfolio rationalization exercises globally to consolidate their brands and achieve better economies. In 2000, Unilever had 1,600 brands worldwide. By this year a quarter will be left. Understand the role of brands in your port­ folio and your optimal brand architecture. Facilitate cultural change Brands create intangible value through human capital. Britain's creative and enter­ tainment talent helped promote its renaissance as 'Cool Britannia'. The Four Seasons hospital­ ity brand embraces its employees as brand ambassadors with the engaging promise of "Ladies and gentleman serving ladies and gentlemen." Understand how to align your stake­ holders to your brand promise through brand to life programmes that really change your ©FutureBrand 2004 organization.©

ooo GO O

BLASTED INTO 2004! A PENCHANT for parties is rife in the ad industry. Naga DDB blasted into 2004 with a terrific one done with the usual flair, fun and zany antics. With over 40 tables, 300 col­ leagues with their loved ones and guests of the Naga DDB Group of Companies gathered together at the Mandarin Oriental Hotel, Kuala Lumpur on the last day of 2003.

Following the theme of 'O.Scar Night', it was a fun filled event with staff carrying off specially designed 'O.Scar trophies' for cate­ gories such as "Funky Office Space", "NoLife Award", "MC Hammered" and "Best Tea/Coffee maker" amidst many more hilar­ ious yet truly deserving awards. It was a night to look back and celebrate the year's laughter, tears and joys...and a night to cele­ brate the people of the Naga DDB Group. Amidst the grand decorations and splendour of the venue, warm hugs and hearty hand­ shakes between colleagues, clients, family members and friends displayed the feeling of festiveness in the air.©

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ARE AD AGENCIES ARROGANT? ABOUT a third of the major marketers polled by the Association of National Advertisers believe their advertising agencies are infected by "creative arrogance," charge too much and fail to produce work that is on strategy, accord­ ing to a new ANA report. The ANA, which represents a constellation of 330 marketers that spend over $100 billion annually on marketing communications, con­ ducted the survey to explore the current state of client-agency relations. The ANA annual survey found agencies' 'creative arrogance' a serious concern for marketers. High production costs Marketers said high production costs are a sore point in their agency relationships. Onethird of those polled said costs are "too expensive," and nearly one in four marketing

executives said ad agency execution "takes too long and has too many reworks." Just over 18% of respondents said fees are too expensive. Slightly more than one-third of agency respondents said they were changing compensation to improve client relations. Interestingly, while about one in five marketers complained that agencies lack leadership integration and best practices, slightly more, about 22%, cited "creative arrogance" and lack of integration as a prob­ lem with agencies. Not surprisingly, just 27% of agency executives resolved to use training to improve listening skills. Agency response Agencies overwhelmingly identified making agency management more involved in client business as a solution, with nearly 81% citing that resolution. Almost three-fourths of agency

executives polled said they would also change their teams and processes to improve relations. Agency executives also said clients were tak­ ing an active role in improving relations, with just over half of clients providing more infor­ mation about their needs and involving senior management earlier in the process. Fewer people Slightly more than one third of agences exec­ utives said clients were listening to agency financial needs and issues, setting more precise scope of work and responding more quickly. About one in four agency respondents said clients also were changing client personnel, pro­ viding more time and better work priorities with fewer people in the process. © Source:AdAge.com

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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 at a special introductory price of RM150 per copy, only if you order before February 25,2004. Email ham@pop.jaring.my to book your copy now. Limited stocks of Portfolio will be retailed at selected bookstores from April 2004 @ RM200. This is a non-profit project initiated by Sledgehammer Communications (M) Sdn Bhd

MediaMatters

I ASIA • L'OREAL SINGAPORE MAXIMIZES L'Oreal Singapore has handed the media planning and buying assignments of its leading brands to Maximize. The brands include Maybelline and L'Oreal Paris Studio Line from the consumer products division and Lancome Biotherm, Helena Rubinstein and Prestige Inter­ national Collection (Ralph Lauren, Giorgio Armani Guy Laroche fragrances etc) from the luxury lines. The incumbents were Universal McCann and Optimedia. • EMIRATES DROPS GREY FOR SAATCHIS Saatchi & Saatchi has won theEmirates account after a five-way pitch,which included 10-year incumbent Grey Worldwide, as well as Lowe and Publicis. According to Saatchis group account director, Nicole Sutton, the agency willhead up Emirates forNortheast Asia,includ­ ing the Hong Kong, China, Vietnam, Korea and Taiwan markets. She said Emirates would maintain the 'Keep Discovering'brand platformdeveloped by Grey,adding that the previous work has been very good .The airline is also expected to launch operations in China next year. Saatchis also won the Emirates account in Europe earlier this year. • VISA PIPS MASTERCARD INREGIONAL MINI DEBUT Visa Asia-Pacific has reduced its credit cards to a mini, accessory-like shape as part of a new offensive to dif­ ferentiate itself from major rivals, MasterCard and American Express. Visa beat MasterCard to the finish line in launching the mini card in Asia-Pacific, with the latter still negotiating with member banks to issue its version the MasterCard SideCard which it unveiled in August, sheathed in a bright plastic casing similar to that of a pocket knife. Landor created about 12 designs of Visa's mini card - 43 per cent smallerthan the regularsized card, for the card company to present to issuing banks. What is interesting is that Visa is building up its brand to make it more interesting andevocative and to turn credit cards into accessories. A BBDO-created TV and print offensive, airing in Hong Kong, Taiwan and Singapore, seeks to establish theVisa mini card's innov­ ative look to drive demand ahead of member banks introducing their own launch campaigns. M O&M INDIA SET TO SOAR Ogilvy & Mather (O&M) India is planning to go global this year. After takingcharge as the CEO ofO&M India & South Asia,JohnGoodman is drawingup an aggressive business strategy for O&M India. For starters, O&M is planning toexport its creative talent to other countries after designing creatives for confectionery major Perfetti in Italy. On the global expansion plans, Mr Good­ man said,"at present,we have financial partnerships in these countries.But now we want to ofFer creative and strategic services for our partners in Sri Lanka, Pakistan and Bangladesh.In short, we plan to expand our rela­ tionship with countries in the South Asia zone." As part of its future plans, the agency is also planning to expand the services of its recently launched division called'Signscape; which is essentially a retail communi­ cation specialist. The agency plans to invest in man­ power, infrastructure and technology to add muscle to this new division/'The objective behind this move is to make the brand come alive in various retail outlets before consumers make their final decisions. We call this concept as'branding the last mile"'he said. • SLOW GROWTHIN PAYTV SUBS Growth in Asia Pacific pay TV subscribers slowed to 9% last year and is forecast to slow further as the market matures, a media consulting firm said in a survey released recently. Last year's growth was down from the 10%growth seen in 2002,and marked the second straight year of decline, said Media Partners director of content and research Vlvek Cuoto. The Asia Pacific region had 178.8 million subscribers for basiccable and satellite television at the end of last year, with industry revenues up 17% to US$15.9 billion (RM60.42 billion), the survey reported.

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Financial Edge i

Park May turns comer Asian travel "* stocks drop on Restructuring to see bus operator returningto the Hack latethis year '

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Nazri slams ACA STSKSSTBS -"v-™ :S\"

Mr Lim Siang Jin, Managing Director, Media Business, Nexnews Berhad

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THE launch of The Edge Financial Daily marked the "coming of age" of The Edge, a member of the Nexnews group. Lim Siang Jin, Managing Director of media business, responsi­ ble for the business of all Nexnews publications shares some insights. Why introduce The Edge Financial Daily a business daily when The Edge is already doing very well as a business weekly espe­ cially when the former is currently averag­ ing only 16 pages? And why is it distributed with theSun? The Edge launched in 1994 and has since established its reputation as Malaysia's leading business and investment weekly. It has become a 'staple' somewhat among business and corpo­ rate professionals, providing news, reviews and in-depth analysis of the week's developments in corporate and industry, stock market as well as technology and management issues. The Edge Financial Daily provides updates and breaking news of business and corporate developments. Its business model is also the free model as we believe that this is the way to go in the future, especially for a niche market of readers. As it shares the same business model as its sister publication, theSun, it makes sense to distribute it with the latter. This also helps add more value to theSun to make it a more com­ plete newspaper with a better spread of busi­ ness news. The Edge Financial Daily provides the gist and initial information of what's happening on a daily basis that will culminate with more indepth information and analysis in The Edge over the weekend. And in keeping with theSun's concise layout, news in The Edge Finan­ cial Daily is presented in bite-size chunks for the busy executive. This is also complemented by our online

daily, theedgedaily.com, where such highlights and breaking news are also distributed online and via SMS alerts to those who subscribe. This means that the person who is looking for up-todate business news should go with The Edge. He gets real-time news via SMS or theedgedaily.com website as they break, then more details the following morning in The Edge Financial Daily, and further in-depth coverage and analy­ sis in The Edge business weekly. Will The Edge Financial Daily replace theedgedaily.com (the online daily)? The Edge Financial Daily as explained ear­ lier complements the online daily by providing further details of news in print version. And as we are in the age of technology, it is only nat­ ural that we also provide the news via the Internet and give our readers other options or channels through which they can obtain news and information There is a general perception, especially among Malaysians, that anything free is of inferior quality. Is theSun perceived as such and if yes, how are you overcoming this? We are aware and acknowledge that there is such a general perception of freebies. Prior to being a free newspaper, theSun as a paid daily had a distribution of around 60,000 nationwide. Since our re-launch in April 2002 as a free newspaper, our distribution has increased from 120,000 to the current 150,000 and is distributed in market centers in Kuala Lumpur, Penang, Ipoh, Seremban, Malacca and Johor Bahru. We have a strong editorial team which ensures quality editorial content and with the recent addition of The Edge Financial Daily, theSun has become more complete, covering national, world, lifestyle and business news. ©

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TIMECel "MAGIC CARPET"

CEAT TYRES "THE SAVIOUR*

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CampaignShowcase

Ptan ahead tor your free holidays this year.

ENJOY FREE HOLIDAYS ALL YEAR WITH GANTAS & BRITISH AiRWAYS

GET OUT OF TOWN! QANTAS and British Airways in Singapore recently launched a unique 12-month incen­ tive programme that allows travel agents and corporate buyers to enter an online lucky draw for each month of 2004. The promotion has been developed to incentivise travel agents and corporate buyers to sell Qantas, British Airways and Australian Airlines air­ fares. This gives them the chance to win return airline tickets to various international destinations, one for every month of the year. Prior to the implementation of the new incentive programme, a variety of different trade promotions were run throughout the year. By consolidating the various promo­ tions into one big year-long promotion it is hoped that this will keep Qantas and British Airways top-of-mind. To participate in the monthly draw, agents and buyers must register their details and the ticket numbers online by the end of each month. The aim is to drive them online to www.qfba.com which if successful will be a prelude to a joint Qantas and British Airways

trade extranet providing agents with key information such as ticketing and changes to procedures. A free 2004 Qantas and British Airways calendar featuring the monthly prize destinations is being distributed to all Qantas and British Airways affiliated travel agents and corporate buyers. Stephen Limbrick "Supporting the pro­ gramme is a Qantas and British Airways branded calendar designed by M&C Saatchi. The calendars feature spectacular photos of the twelve prize destinations, and are also practical for travel agents who are constant­ ly relying on calendars in their day-to-day work. It also doubles as a reminder about the promotion, with detailed instructions in the calendar driving them online to the web­ site where they can enter the lucky draws." Available on the website is a screensaver designed especially for this promotion, which feature the same stunning visuals of the twelve different destinations to be won, as well as a handy calendar and list of important events.®

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InterActive

Can Spam be Defeated by Common Cents?

I WORLD •I NIKE TO REPLACE ADIDAS AS2005 OLYMPIC SPONSOR It is reported that Nike Inc. and the United States Olympic Committee are set toannounce a major part­ nership in which the sneaker and apparel giant will become a corporate sponsor and apparel provider to the USOC. Financial terms are unknown,but themultiyear agreement begins in 2005, executives with knowledge of the deal said. The USOC's deal with its current apparelprovider, Adidas America,expires after the Summer Olympics later this year in Athens.

• . : •. ' •

•' • ' •

Hi NEW CCO FOR JWT JWT Replaces CCO With Steinhauser-Whitten Team NEW YORK Mike Campbell,chief creative officer of J. Walter Thompson here, is leaving the WPP Group agency after three years and will be replaced by the team of Eric Steinhauser and Nat Whitten,sources said. Steinhauser and Whitten, veteran creative direc­ tors at the agency, are being promoted to executive creative director and deputy executive creative direc­ tor, respectively, according to sources. Campbell, who could not immediately be reached, had been the top creative since early 2001. m MASTERFOODS MOVES Masterfoods is moving global creative duties for its Pedigree pet food brand to Omnicom Group's TBWA\Chiat\Day.Grey Global Group's Grey Worldwide in New York had handled the account.U.S. ad spend­ ing was $60 million through November 2003; global spending is estimated at more than $100 million.The shift comes without a review.TBWA\C\D in Playa del Rey, Calif., will handle the account;it already crafts ads for Masterfoods'Whiskas cat food brand. m JIM HEEKIN NEW CEO OFEURO RSCG Jim Heekin hasbeen named chairman and chief exec­ utive of Havas' Euro RSCG agency network, succeed­ ing Bob Schmetterer, who is retiring after 33 years in advertising.Heekin,a former McCann-Erickson WorldGroup CEO who joined Euro RSCG as president and COO in October,is immediately responsible for all net­ work operations. Heekin comes in at a crucial time as the AMF (French authorities) launch an investigation into possible manipulation of the Havas share price. m NEW CARAT Carat has unveiled a new brand identity that cen­ tralizes its burgeoning business enterprises around a single strategy, the Carat name. Carat's original corporate identity was developed in 1988 when it was still trying to shake off some of its ignominious history as a Paris-based media buying company that engaged in some ques­ tionable business practices. Now, owned by U.K.based Aegis Group, the new corporate identity is intended to synchronize Carat's enhanced busi­ ness offerings, which now include far more than traditional media planning and buying services. The new identity was developed by design agency North Design, with on-screen versions created by Moving Brands, both of London.

36| aDOIMARKETINGCOMMUNICATIONS

BY JOSH SKLAR Founder LogicWorks- josh@logicworks.us

US and international law intended to control the ever increasing proliferation of spam has proved to be largely ineffective. Just check your email and you'll see how true that is. Spam is on the rise - not on the decline. Localized legis­ lation is all fine and dandy but your worst offenders will simply transmit from another country where the laws don't apply. Interna­ tional laws will take decades to work out, if we are to go by the other areas governed by them, since they are still largely unwritten for any topic. You think it's easy to get your various departments to agree to a common good? Try throwing the EU, the US, Syria, Columbia and Japan in a room. Now if you invite the sharpest, most innovative technological types to a free form, multi-day workshop at a campground outside of San Francisco, where most of them are holed up anyway, then you might get some­ where. That's exactly what Tim O'Reilly of the famous tech book publishers has been doing with his "Foo Camp." In case you're won­ dering, "foo" (along with "bar") is a generic name used in programming examples to rep­ resent the names of files, variables, servers, users, etc. It comes from the World War II acronym, FUBAR ('fouled' up beyond all recognition) - which brings us back to spam. Mr. O'Reilly brought together the people who individually created everything from blog technology to XML to Google and had them dis­ cuss various Internet-related issues with the intent of hopefully coming up with unique situ­ ations to common problems. One of these is the ever increasing influx of mail purporting to make sure my hair doesn't fall out, my penis length is acceptable to the world-at-large and that I might, if I can figure out how to respond, make tens of thousands of dollars a month from the privacy of my own home. What they quickly came up with is some­ thing that sounds very much like the death knell for spammers if it can gain acceptance. They propose that new email relay companies be set up and licensed by governments or Internet oversight bodies such as ICANN. These can either be existing ISPs, who already have the infrastructure, or entities known for delivery

services such as UPS, Fedex or the Postal Ser­ vices of many countries. It would work like this: you, the sender, would pay US$0.01 for each email you send through this relayer ser­ vice. You could prepay for a certain number (e.g., US$5 buys you 500 mails to send) or pay as you go via credit or debit card. You are unable to send more than a certain number, say 100, a day. This locks out spammers who send out tens of millions each day in order to gener­ ate any kind of response from the fools who keep them in business. Each mail sent through the relayer would have an authorized and encrypted digital signa­ ture attached to it. As the recipient, your email client would be set up to accept mail from one of these licensed relaying services. There would be a finite number to support all of the mail in the world and only the biggest ones would sur­ vive as people wouldn't want to put in dozens, let alone hun­ dreds, of these services into their preferences. Any email you receive that is not from an authorized relayer would be junked. It's as simple as that. The recipi­ ent can remain anonymous so long as they're willing to pay money to send you mail. It is absolutely not effective for spammers to remain in business if they have to pay even a fraction of a cent for each mail, they would be pre­ vented from sending out huge numbers of mails each day through the service and if they try it on their own, they can be guaran­ teed of the recipients not ever seeing their messages as the email clients automatically reject or trash them. Yes, the trade off is you have to spend ONE CENT or less for each mail you send. But you do that now, especially in Asia, with SMS on your cell phones.Just think of how nice life was when email first became widespread and spam was kept down to just a few joke lists. Marketers with opt-in lists of actual products and informa­ tion services would be able to easily absorb the price as the cost of doing business and could broker deals with these relayers to allow their authorized lists of thousands of consumers to receive the mails. So the genii of the digital world - the ones who actually have done more than talk in the past - have a brilliant solution on the table. The question is, how can we spread the word in order to implement it... without the emails end­ ing up automatically in the trash! ©

... Just think of how nice life was when email first became widespread and spam was kept down to just a few joke lists...

Himawari

HIMAWARI (M) SDN. BHD.^ Malaysia's Leading Promotional Products Specialist

Stockist Of Exclusive Premium Gifts, Corporate Gifts and Business Gifts

"If it exists we'll source it, If it doesn't we will make it" Lot 3.40 - 3.42, 3rd Floor, Wisma Cosway, 88, Jalan Raja Chilian, 50200 Kuala Lumpur, Tel : (603) 2148 3494 Fax : (603) 2142 6245 e-mail:sales@ himawari.com.my website:http://www.himawari.com.my e-mail:sales@ himawarimalaysia.com website:http://www.himawarimalaysia.com

dDOl ITlediaBanc

—

ITIediaEianc moniTORinG

NEW TVC DEBUT - DEC 03/JAN 04

TOP LIST FOR COMPANY Company Name

• j win ^iUCMIT m***- '%Mii ?*rTP^

Pfc

JffiV <*

roafc

J

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••Hli (ftif*er UeMm'giwtf**

I Brand: KFC Title :Twin Bucket News Duration :20 sees Client:KFC Holdings Agency: BBDO (M) Sdn Bhd Creative Director: Paul Regan Art Director: Marvin Chan Copywriter: Jaeson Iskhandar Language: Eng/BM/Mand Summary: The biggest news in town - now you can enjoy both the Original and Hot & Spicy flaI vors in one bucket. That's twice the taste, twice the fun for you folks.

Total Ads

8TV

AXN

Ch 9

TV2

TV3

Government Malaysia

883

0

1

0

148

294

283

110

47

Sara Lee (Malaysia) Sdn Bhd

740

21

29

9

77

7

129

81

387

Procter & Gamble (P&G)

648

83

0

0

57

0

238

241

29

KFC Holdings (Malaysia) Bhd

486

0

41

0

171

0

53

174

47

Follow Me Industries Sdn Bhd

469

0

2

0

421

0

0

46

WLT

0 338

(Tohtonku Sdn Bhd) 1 Berhad

468

12

0

0

11

49

30

28

Maxis Communications Bhd

461

0

40

0

75

29

94

177

46

Unilever (M) Holdings Sdn Bhd

455

0

9

54

45

0

187

127

33

Nestle Malaysia Berhad

439

0

13

0

321

0

12

75

18

Fraser & Neave Coca-Cola

382

28

17

114

31

0

20

119

53

5431

144

152

177

1357

(M) Sdn Bhd (F&N) Total :

Brand :Olympus MJU 400 Title: Grandma Duration : 40 sees / 30 sees Client: Olympus (M) Sdn Bhd Agency: Lowe & Partners Creative Director: David Sin Art Director: Ian Lee Copywriter: James Yap & Ronnie Liu Language: Cantonese (with English subtitles) Summary: Grandma will remember every single details of your impressive,award-winning Olym­ pus Mju 400 digital camera.Too bad she can't remember your son.

NTV7 TV1

379 1046 1178

998

TOP LIST FOR MAIN CATEGORY Main Category Name

Total Ads

8TV

AXN

Ch 9

NTV7

TV1

TV2

TV3

2533

40

48

222

385

276

305

1134

Toiletries

2256

102

32

0

640

0

530

675

Drink (F&B)

1611

41

79

214

500

0

92

359

Telecommunication

1401

0

146

97

171

33

149

696

Food (F&B)

910

2

14

5

153

2

250

407

House Supplies

905

21

20

9

75

11

175

192

Fast Food (F&B)

778

0

66

0

247

0

76

315

Photography, Film

744

8

13

1

21

44

27

253

Financial Services

713

75

81

0

132

13

36

259

Media, Publisher

668

0

18

0

60

50

100

414

12519

289

517

548

2384

429

1740

4704

Service

Brand: Ribena Title: Abyss Duration: 30 sees Client: Glaxo SmithKline Agency: Grey Worldwide Creative Director: Harry Shaw Art Director: Harry Shaw Copywriter: Mohan Prabakhar Language: Eng/BM/Mand Summary: Lure yourself into the great taste of Ribena with 4 times more of vitamin C.You will sure like it.

Total :

TOP LIST FOR PRODUCT Product Name KFC Pocket Of Persia

Total Ads

8TV

AXN

Ch9

NTV7

TV1

TV2

TV3

WLT

271

0

31

0

127

0

40

46

27

With Sambal Maxis Hotlink

252

0

36

0

61

0

38

74

43

Kurnia Express -

222

75

0

0

24

12

16

45

50

218

0

0

0

0

0

0

0

218

Immediate Claims Settlement 1 Berhad 1 Pocket DV - Astro WLT In The Realm Of Fancy

Brand : Sunsilk Black Shine Title: Wear Hair Duration: 30 sees Client: Unilever (M) Holdings Sdn Bhd Agency: JWT Creative Director: Edwin Leong Art Director: Lee Han Heng Copywriter: Justin Shin Language: English/BM/Mandarin Summary: When you have long shiny black hair, you don't have to worry what to wear for party. Sunsilk Black Shine helps your hairs shine natu­ rally & put you in spotlight instantly.

Sunsilk Black Shine Shampoo

215

0

0

0

23

0

141

26

25

Nestle Milo - Asian X Games VI

208

0

0

0

208

0

0

0

0

Malaysia Airlines System Berhad &

202

0

0

0

0

0

0

202

0

181

0

0

0

0

29

56

96

0

TV3 - The Extreme Journey ExploRace Maxis Secret Sundance - N7V7 - Opposites Attract

163

0

0

0

163

0

0

0

0

Visa Card & Visa Electron

156

0

18

0

56

0

12

60

10

Total :

2088

75

85

0

662

41

303

549

373

NTV7 TV1

TOP LIST FOR SUB CATEGORY Brand : Fixed Line Telekom Malaysia Title :Hello & Menang Campaign Duration :30 sees Client: Telekom Malaysia Bhd Agency: Astana International Sdn Bhd Creative Director: Shafri Mohamad Art Director: Vicky Lee Copywriter: Ree Chua Language: Eng/BM Summary: Enter the Hello & Menang contest and let your fingers do the wonders.You stand a chance to win RM1 million. Not bad for a trick.

For more information please call Wing, Candice Lee & Chianean Lim of MediaBanc at 03 7983 6668

38 3D0IMARKET1NGC0MMUNICATI0NS

Sub Category Name

Total Ads 8TV

AXN

Ch 9

TV2

TV3

WLT

Entertainment, Sport, Leisure

1225

26

37

188

258

0

13

664

39

Shampoos, Hair Conditioner

1191

59

9

0

405

0

297

352

69

Telecommunication

1036

0

134

0

121

33

149

525

74

899

0

1

0

92

269

280

196

61

Fast Food

768

0

66

0

247

0

76

315

64

Media, Publisher, Publication

668

0

18

0

60

50

100

414

26

Energy, Health Drink

604

4

33

106

322

0

28

56

55

Service Provider Government, Corporation, Association, Utility

Photography

515

8

13

1

11

44

27

34

377

Soft Drink

477

30

44

54

58

0

31

157

103

Bank, Finance, Credit,

476

0

81

0

108

1

20

214

52

7859

127

436

349

1682

397 1021 2927

920

Charge Card, Unit Trust Total:

NOW EVERY AD CAN FLY TOO...

T Ran out of space down there?!! Why not try zero clutter media? Call: 03 7845 2284 or visit www.skytolet.com

MonkeyBusiness

Welcoming theyear of the monkey. Gong Xi Fa Caijrom Tiger Beer.

,tÂťgerbeer,com,my

WHEN Dentsu Young & Rubicam's creative team brainstormed on Beer's Chinese New Year press ad, they had more than thenshare of monkeying around. This print ad which appeared in all major newspapers features Senior Art Director Cheok carrying a case of Tiger Beer 'like a monkey'. Straggling across the floor, even the client said he was a natural! After the strenuous shoot, the team settled down to enjoying the product and satisfying their thirst for life. Hie! Š The team that will godown in history.Left toRight areCheok,Senior ArtDirector; May Yong, Copywriter; Edward Ong,Creative Group Head and Gavin Simpson,Creative Director.

40| 3D0IMARKEI1NGC0MMUNICATI0NS

TableT Ik Make your Brand the topic of conversation.

ChuppH! Satu lagi!

Gee...this phone , really canggih!!

You've seen it at mamak restaurants, coffee shops, colleges & universities, hypermarket food courts, cafes & delis.It's time to make your brand the topic of conversation amongst your target group. Consumers are no longer standing still. Capture them where they spend most of their time with TableTalk,the only medium with a unique prolong duration of exposure.

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Tableview

Account Planning Workshop

Alison Harvey of ACNielsen touched on research and briefing procedures

David Carpenter of Firestar Research adds a little zap to the sessions

A section of the capacity crowd on the third day, still looking fresh!

Media and Account Management professionals all ears

Art of Strategy RECENTLY, ADOI organised an intensive between creative development vs conven­ Account Planning workshop conducted by tional pretesting in advertising. M&C Saatchi's Strategic Planning Director Participants' ratings for the programme Colin Jowell. Over 18 agencies attended, was very high with a clear majority indicat­ making a total of 63 participants in all. ing it was an enriching three days. Held at the Woman's Institute of Man­ Due to the success of this programme and agement over three days, the workshop also overwhelming demand from the industry featured Alison Harvey, ACNielsen's Direc­ ADOI intends to repeat this Account Plan­ tor of Customised Research and David ning workshop in August. To book your seats Carpenter, Managing Partner of Firestar early, call Ragoo on 016-383 0681 or email Research who spoke on the difference ragoosledge@yahoo.com.©

42|dD0!MARKEHNGC0MMUNICATI0NS

lemertainiBBS

St^kendtonlB Come spend fun-filled weekends with your favourite animated friends

Doraemon Sat • 7.30pm © FUJIKO-PRO, SHOGAKUKKAN, TV ASAHI, SHIN-EI ANIMATION, ASATSU-DK 1999

Ultraman Gaia

Thornberrys Sun • I2.oonoon © 2003 Viacom International. All rights reserved. Nickelodeon and all related title logo and characters are trademarks of Vic International Inc.

Digimon Tamers

Sat • 6.30pm

Sun • 10.00am

Ue^estr

ialTv)

Top 10 in Malaysia, Indonesia, Taiwan & Hong Kong

Sat • 6.00pm 1996 Kazuki Takahashi

Crayon Shin Chan Sat • 7.00pm 1992 SHIN-EI Animation & TV Asahi

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The difference is obvious why 2.1 8 million Malaysians prefer the

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great music

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Source: Radio Listenership Survey 2003/2,1 Nielsen Media Research

MY FM : 2.18 mil listeners, closest competitor: 1.39 mil listeners

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Great music, great company www.my.com.my