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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

Jan/Feb2004 REGIONAL PUBLISHER Harmandar Singh aka Ham ham@pop.jaring.my CONTRIBUTORS Josh Sklar Dean Johns Kurt Crocker Jerry McKenna Greg Paull Tony Pereira Michael Newman 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

WHILST print has always been the main advertising medium in Malaysia for ages, the terrestrial television boys who are a close second haven't let up their steam in catching up with the big money. Most notable is TV3's leading nationwide position in the marketplace, with ntv7 No. 1 in the Klang Valley. There's still much to be desired with RTM's stations and while they talk about changing with the times, it's anybody's guess when that will happen, if it does. Joining the fray recently is STY, the Jrevived MetroVision of yesteryear, and Channel 9 which has ben set up by a band of young entrepreneurs who were earlier slated to head STY. Nevertheless, the dust seems to have settled. Media Prima which runs TV3, NST and STV is poised to plug all holes in the ad pie with their multiple offerings and combo buys. NTV7, always the colourful maverick in the game, proving to be the thorn that won't go away in TV3's side. Well, at least that's one reason for ntv7 to feel good about themselves. Channel 9, for whatever its worth, is yet an invisible player sorting out reach because of transmission issues. One biting reality is that, if a free-to-air station is not on ASTRO, the game just gets more painful. While all this is going on, don't forget that ASTRO had a bountiful year with one of the most successful IPOs in Asia ever!

Things are really hotting up and there's talk of another satellite flying into space too. On another note, the best insight I gleaned recently was from a greeting card sent out by POS Ad: "Every day you're exposed to more than 4 hours of media. Most.of it is optimised to interrupt what you're doing. And it's getting increasingly harder and harder to find a little peace and quiet... the ironic thing is that marketers have responded to this problem with the single worst cure possible: to deal with the clutter and the diminished effectiveness of Interruption Marketing, they're interrupting us even more!" Hope you find some peace and quiet in 2004!

The Hammer

PRINTER Hin Press Sdn Bhd DISTRIBUTION Five E-Comm Sdn Bhd ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 228, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 Fax: 603-7710 0522

Dean Johns: Mobile phoneys Kurt Crocker: Feed me Tony Pereira: Where's the smart suit? Jery McKenna: Man bites dog

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Araw Awards: The night they called it a day Turning the tables creative awards

Data' Shazalli Ramly: ntv7 rocks into 2004 TV3: Getting glued

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BY liE IIMWJIII ntv7's CEO Dato' Shazalli Ramly is no fly on the wall. A seasoned pro in the marketing game he helped build ntv7 from its birth to what it is today. A brand player from day one, having done his time with the big multinationals, this man is as savvy as they come, even suave. Whilst the big players in the televsion market were comfortably perched in the leadership position, he decided to take the bull by the horns when ntv7's made its entry during the downturn. Inch by inch, this captain of the industry made headway regardless. By reinventing how the medium was being traditionally handled and marketed, ntv7 remains a player his competitors love to hate. A straight-shooter, who can fill a room with his enthusiasm, it is no secret that his marketing force is gung-ho about achieving the impossible, day in and day out. What drives this man? What makes him reinventing himself as the media landscape changes. Well for one who has scaled Mt Kinabalu and is almost a professional drummer, nothing get past Shaz, unless it's a lightning bolt. This month ADOI takes on this firebrand in rapid-fire style.... You keep saying that ntv7 is not just a TV station. What do you mean? When we first started, we had the option to run a TV station like everyone else or to manage a brand. The success rate of TV stations in the

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country then was ambiguous and we decided that it was not worth running a TV station. The value is in building a media brand Media brands forge permanent relationships with the consumers like any other brand in the market. The brand strives on its core value positioning and consistently exceeding consumer expectations. This also promises assured return of investment as per shareholders' expectations. Brands never die, brand managers do. Are you upbeat about 2004? I am cautiously optimistic. January is just a month after December. We have to look into the state of the current market and the continuation of the market trends from 2003. We are also sensitive to our five-year plan. We are entering into the sixth year of operations. I am pleased with our performance throughout the past five years. Being able to register growth every year with a strong three-year profit record gives me the confidence that we will perform better this year.

Will TV ever become the leading medium in Malaysia,' overtaking the print media? This is one tradition that we always wanted to break. I think TV as a media platform has not reached its highest potential and has not been able to exploit advertising and other revenue possibilities. Over the past 15 ~. little study has been undertaken to understand the behaviour of brand advertising in Malaysia. I am happy to note that TV players are now Âˇ

CoverStory

Content comes and goes but media brands stay Âˇ beginning to at least talk about increasing their share of the pie and indirectly increase the dominance of TV in the next five years. The issue is not about overtaking newspapers. The real issue is to understand (in detail) the norms and requirements of brand advertisers. Most brand advertisers have been moulded to explore the best avenue to reach and touch their consumers. We in the media industry, specifically TV; have not been giving enough alternatives for advertisers ; we should realise what has been offered so far has become almost obsolete. With the fragmentation of the media, it becomes clearer that TV still holds the largest "touch point" in terms of transaction, interaction and experience for consumers.

Can you share with our readers what you have up your sleeve in the near future? 'Your Feel Good Channel' will continue to strengthen its brand position and promises to deliver the best feel good entertainment to Malaysian audiences through whatever means possible. We are the first to pioneer media landscaping, allowing multiple platform exposure and customizing brand promise to the benefit of the advertisers and . the audience. We will continue to do this through smart partnerships and alliances. We are ready to take this model to the second level as we progress into this year. Just watch over the next few months.

What other new creative and innovative products will come out from ntv7? We are going to introduce several new media products for advertisers. These range from a more interactive media product in our customised environment category to extensive

"Being a competitive person, I don't like to win permanently because I'm protected"

multiple points from our multiple platform category. We are also introducing an enhanced concept of brand customisation.

How do you look at your competitors? They are growth catalysts, for us at ntv7. They stir the urge to innovate. They make us more creative and above all, give us impetus to

maintain good business profitability without going overboard. It makes good business sense

to have competitors.

How can Malaysia become a regional content creator? From my own experience, Malaysia is a more superior concept creator of rich content transcending more than one medium. The main issue is not the concept but the execution. We have to have excellent interpretation of this concept when it comes to directors' and producers' shooting boards. International content has the strength of both. To be a strong regional content creator, we must have strong concept and entertainment positioning as well as excellent delivery and production execution. Viewers hook on to a channel because of popular shows. What is your opinion? You don't have to worry if you are a media brand. Content comes and goes but media brands stay. Strong products meet consumers' needs. A more important task is to maintain a media platform than being led by the product itself. Our job is to continuously bring good products that suit brand positioning. What is your opinion on the MIM issue? We have to draw a line between nationalistic and economic reasons. Being a Malaysian, I am very proud of MIM - that Malaysia is capable of delivering world-class products and ser-

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CoverStory

We live our brand. We feel good about one another. It's quite easy to create enthusiasm when you are at the feel good place

vices and is able to export to the global market. At the same time, being a competitive person, I don't like to win permanently because I'm protected. We have to have a transition plan, that when implemented, will enable MIM to grow into MIW (Made In the World). To have more Malaysians in MIW is more meaningful to the economy compared to nationalistic pride. We should strive for that.

What should we look out for in the media game for 2004? There are a few key factors that will influence the industry. Measurement of TV audience will be the first. We hope to be able to give a more comprehensive structure of viewership of any TV channel/media brand, thus providing a more accurate reading of who our consumers are.

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Secondly, we also have to scrutinise the trading game in creativity. Danger lurks when creativity is treated like a commodity. All media players, planners, advertisers and media agencies should impose some rules. We should never allow creativity to be traded like a commodity. Thirdly, more multiple platforms will emerge from media groups and everyone will be under pressure to deliver more effective brand content - either in a 30-second commercial or a three-hour movie. Brand players need to be more focused in their brand activation plan so that budgets can be optimised. Creative agencies should strive to expand creative ideas and campaigns across various media products. Media specialists must innovate and maximise consumer touch points via multiple media delivery. Media owners must set a stage for all these to happen.

Lastly, liquidity would be an important factor for all players. Media players need to put continuous effort to manage cashflow.. All industry players must not hinder industry growth. Everyone should strive to meet the terms of credit policies.

Would you have changed anything if you had to do this all over again? Not really. I have the best team in the industry - a good blend of youth and maturity. They understand the sole reason why we are in this business. What's the secret of boundless energy and passion seen in ntv7? We live our brand. We feel good about one another. It's quite easy to create enthusiasm w hen you are at the feel good place. t;)

THERE•s SOMETHING DIFFERENT IN ·THE AIR '

7FODAY.

.STV. NOW BROADCASTING.

We're different.

InterActive

PMO, PMO it's Off the Mark We Go A FEW years ago I wrote in this column on the subject of the struggle many organizations, especially agencies, had regarding whether to use project managers or producers for managing the development of interactive work. With hindsight, it's almost funny to think that it was so difficult for many to see that project management was the right choice. Their ability to manage the assignment's execution in an organized, efficient process - with, in many cases, a hands-on knowledge of many of the technical tasks - is the engine that makes these things run smoothly. A producer understands components and may be somewhat methodical, but never to the degree of depth of a project manager. That said, and let me reiterate that I truly believe PMs are the glue that holds disparate skills together on the same team, in many offices across the globe there has been a desperate over reliance placed upon this role. Universities are teaching classes in it. Consultants are recommending it. Corporations and associations are forming "Project Management ~ces (PMOs)" to manage not only the

tactical implementations, but also the governance for determining which projects are accepted, rejected or placed on hold pending further review in addition to the prioritization and budgeting. In other words, it is becoming a power center; and it is happening under everyone's noses. One of the ways to keep staff happy is to send them for training in an effort to help them develop in their careers. People who are traditionally editors, content managers, authors, producers, administrators and the like are requesting more and more to be sent to courses in project management. This is their gateway to advancement because they move from being service providers in traditional areas to indispensable managers of information and relationships. As the linchpin to any initiative and with so much developing authority, there is no one who holds more information in their heads and possesses more personal notes than this person. With the passage of time and those untrained in PMI or technical matters creating heavier reliance on this group to bring their briefs to life, the more the scale of control hangs in the PM's favor. In order to cement this control, bureaucracy tends to be the order of the day in the PMO. Paperwork gone awry to support the

Greeting Card of the Month

that's a face you'll never forget. The charmer at his best!

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methodologies. The entire organization is at the mercy of the paper pushers who force everything down an inflexible track. Again, everything in moderation is fine but creating systems that are so predictable means innovation will be shut out and, based on the typical point systems for awarding prioritization, smaller divisions will be too. Of course the amount of detail project owners are forced to divulge on the forms, over and over, means they spend all of their time at the service of the PMs who may choose to reject the proposal for a number of reasons. Whenever a new area in an organization is created, a vacuum of knowledge and experience exists which is immediately filled by people who have been awaiting an opportunity. The other parties tend to have full plates and little interest in learning skills outside of their perceived domain - and so the dependence in these guys grows. It is much healthier all around if the decisionmaking rests with the project initiators and the project managers remain individual assets rather than a separate division empowered with too much authority. Let everyone do their jobs, but pay attention to what that means or you may find yourself shut out from your own jobs. ~

TO ANOTHER GREAT YEAR AHEAD!

Another brand new year; Another step closer towards realizing our Vision of a fully-developed nation. As a responsible corporate citizen, we will continue to play our role in helping our beloved Malaysia to achieve this goal.

WISHING ALL MALAYSIANS A HAPPY NEW YEAR

we help make things better DRB-HICOM BERHAD

(203430-W)

Level 6, Wisma DRB-HICOM, No . 2 Jalan Usahawan U1/8, Section U1 , 40150 Shah Alam, Selangor Darul Ehsa n. Tel: 03-2052 8000 Fax: 03-2052 8118 E-mail: info@drb-hicom.com www. d r b-hic om.com

Opinion

Mobile phoneys. keeping reality at arm's length. As readily as they enable us to talk, they're equally capable of rendering us dumb and even dumber. How else to explain the fact that the downloading of self-involved stuff like ringtones, games, designs, logos, animated greetings, pop songs and pictures of celebrities has grown so fast from a rich-brat fad to a billion-dollar marketing phenomenon. Another symptom of this addiction to phoney or at least fatuous mobile communication in favour of the real thing is the rise of risible "reality" television events like Survivor, American Idol, Australian Idol and now World Idol that encourage fans to send SMS votes for their favourite contestants. Millions of hapless televictims and phone freaks do vote, the more frenzied of them dozens or even hundreds of times, to the vast enrichment of the broadcast networks and mobile phone carriers that split the proceeds.

Of course the latest mobile phones can take, send and receive pictures as well as voice and text, and this opens-up a whole new dimensions of communication, or, as the case may be, mis-communication. For example, the Miss or Ms in the poster I describe above may not, as I've assumed, be coolly checking her messages or how she looks on the LCD monitor, or otherwise ignoring her male companion at all. On the contrary, she may be photographing the action to replay for their mutual enjoyment later, or to send to her girlfriends to make them envious, or to her other or former boyfriends to make them jealous. Or perhaps all the jealousy is on my part, as not only don't I have a phone with photo function yet, but also a good many of the calls and SMS messages I receive seem to consist of communications I could well do without, like people postponing or canceling appointments or my mobile carrier reminding me that payment of my account is overdue. Nor am I very fluent in SM5-ese, that minimalist form of communication familiar to messaging enthusiasts, or else I'd have saved myself a lot of time and ADOI a good deal of paper and ink by using it for this piece. But at least I do know enough of it to say what I'd text you personally if I knew your mobile phone number: hapy helthy & welthy nu yr :) ~

tion, the creative sucks. Without great information, no one can advise, or consent. Instead, we just "do it". And that's really, really bad ... for agencies and clients alike. Direct Marketing demands information much more than advertising, though this entirely is a matter of degree. Both disciplines, Direct Marketing and Advertising, rely on information to formulate the absolutely necessary Big Idea. Without a Big Idea, creative concepts applied to Direct Marketing and Advertising will be empty and sell nothing. Which brings us to the brief. And there are two. The first brief is from the Client. What information does the agency want to know? Everything about the product or service. Intimate details. What it's made of. What it does. What it doesn't. What it could do. What it's made of. Who makes it. What makes it happen. What's good and bad about it. History. What made it. When. What was the first success or failure. Who conquered who. The competition. Their history. Where they stand now. Where this product or service stands in comparison. How our product or service compares. Research. Is there any? About the product?

About the market? About the competition? There's more, of course. And there's the second brief. From the agency to its creative team. Assume that the client has "informed". In most agencies, the client service team and the creative team are always at odds. They don't trust each other. In fact, they often think of each other as enemies. Creative teams think of client service teams as sycophants to clients. Client service teams think of creative teams as egomaniacs who have no idea of their suffering, and their clients' demands. Both are correct. So. What can unite all? The client, client service and creative? Information. The more information provided by the client, and passed on by client service people to creative, the better. The more creative people demand the information, and in fact demand to be a part of investigating it, the better. Some may call it teamwork. Client. Client Service. Creative. Not impossible. Which begs the question. If advertising people knew more about the advantageous possibilities offered by their Direct Marketing counterparts, would the budget percentage shift? I think so. Let's hear it for being informed.~

... How else to explain the fact that the downloading of self-involved stuff like ringtones, games, designs, logos, animated greetings, pop songs and pictures of celebrities has grown so fast from a rich-brat fad to a billion-dollar marketing phenomenon ... BY DEAN JOHNS

THE most provocative and evocative ad I've

seen lately is a 24-sheet poster for a US brand of mobile phones. Provocative because it pictures a half-naked nubile reclining back on her elbows while her evidently male companion lies between her luscious legs and nuzzles or nibbles her neck. Evocative because the featured female appears to be feeling or feigning utter disregard for her lover's attentions, Âˇ engrossed as she is in eyeballing the mobile phone she's holding, thereby graphically illustrating the fact that these handy little gadgets are for many consumers not so much about communication as non-communication. As clever as mobile phones can be for keeping us in close and constant touch with the world, they're evidently just as effective in

BY KURT CROCKER Creative Director, llrayDI Bid, Crocker and Mano

YOU have seen "Little Shop of Horrors"? It's a story about a shop attendant who wanders upon an unusual plant. The wayward shop becomes famous for this plant. Problem is, this particular vegetation thrives on blood. If the hero of this story, Seymour, knew that he'd have to drip his own blood into this alien leaf, and then supply various body parts to keep his salvation alive, would he have killed the sprout? Perhaps. The product. A flower shop. A vary ordinary flower shop. A failing flower shop. Suddenly. A very unusual plant. Apparently, unbeknownst to all involved, from outer space. Once advertised, the plant becomes the generator. Business once lost, becomes business found. Problem is. The product is a genuine disaster. In fact, as it turns out, a monster. What went wrong in this Hollywood marketing story? The answer is: Lack of information. Information, which is commonly denigrated in our industry, should instead be heralded as our saviour. Without great informa-

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ARAWAWARDS

McDonald's Grandfather TVC

BY JACK SOnG "WHAT'S the Big Idea?" may have been the theme of the recently concluded 18th Philippine Advertising Congress, which was held in Baguio City from Nov. 19-22. But at the end of the congress's most anticipated event, the Araw Awards, the competition that honors the best creative work of local agencies, the audience asked, "Who's the big winner?" Based on the quality of the accolades and not on number of awards, BBDO/Guerrero Ortega carne out on top with two platinum awards, three golds, seven silvers and four bronzes. The platinum award is given to entries that gamer perfect scores. BBDO' s Visa "Dining Out", the TV spot with Zhang Ziyi, won platmums for editing and sound. The same commercial scored golds for direction and special effects and silvers for TV single entry and production design. BBDO's haul totaled 16. Leo Burnett placed second due largely to its McDonald's "Lolo" (Grandfather) TV commercial. Out of the agency's total of 13 winners, "Lolo" took four awards including Best in TV Medium. Since no TV entries chalked a perfect score, the Best in Medium award was given in lieu of a gold. McDonald's was named advertiser of the year for having won the most number of awards for its ads. Burnett also won a platinum in the single entry design category for Listerine '"Ituth or Dare".

Catapulted to the third spot was McCannErickson on the strength of its Globe Telecoms "Punk Girl" TV commercial. The ad tied with McDonald's "Lolo" for Best in TV

... For the first time in its history, foreign guest judges were invited to join their local counterparts in rating the entries. In his speech on awards night, Guerrero exhorted the audience to produce world-class ads that contain big ideas and are crafted to perfection ... Medium and triumphed with a platinum for casting. McCann's two other awards were bronzes in direct mail for Globelines and TV

art direction for Coca-Cola. Occupying the fourth and fifth tiers were Lowe and TBWA\Santiago Mangada Puno. Both agencies shared platinums for radio commercials. Lowe 's radio single entry winner was Surf "Drama" while TBWA's series for Philippine General Hospital was cited in the radio campaigns category. TBWA, a relative newcomer, proved itself as one of the country's hottest shops by amassing the most number of awards, 17 in all. In addition to its platinum, the agency won two golds, 10 silvers and four bronzes. The Araw Awards are named after the Thgalog word "araw" which means "sun". The basic design of the trophy is based on a stylized rendition of a sun ray. The accolades are given every two years, coinciding with the ad congress. The competition was chaired by David Guerrero, Chairman and Executive Creative Director of BBDO/Guerrero Ortega with the assistance of O&M's Peachy Todino Pacquing, the head of the competition committee. .It drew 3, 113 entries of which 385 made it to the finals . For the first time in its history, foreign guest judges were invited to join their local counterparts in rating the entries. In his speech on awards night, Guerrero exhorted the audience to produce world-class ads that contain big ideas and are crafted to perfection. "An idea has no boundaries," he noted. "And a big idea can travel the world." ~

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PowerSuits

Where's the smart suit? BY TONY PEREIRA Head of CreaiM!, Dentsu Singapore

"ALL I ask for on my account is for smart people to be on it." These words were echoed by a potential client of my mine when asked whether his current agency was up to scratch. This erudite man with a wonderful sense of humour spoke at length giving numerous examples of his current agency's inadequacies. As I listened, I couldn't help but feel a strong sense of pity at the plight of the man before me who's only wish was to have a competent suit on his account. Years ago when I was working on a fast food account, a major client of the agency was so frustrated with the suit they insisted they be allowed to interview potential candidates who were going to work on the account. The agency relented and a top suit was brought in. The "New Guy" made everything tick with clock work precision. There was fresh thinking on the business. And he built a great rapport between the agency and the client from the top people to those at the bottom. Strange though that it took the client to bring in the right suit. And how often have you heard of clients requesting agency managing directors to remove account management staff from their accounts? The reasons I've encountered for this draconian action are many. Argumentative. Disorganized. Lacking the ability to think strategically. Possessing no passion for the account. The list goes on. Setting personal grudges aside, it takes a highly incompetent suit to bring out this rather ugly side of any client. I've worked at four multinational advertising agencies. I must admit I didn't realize how crucial a good suit was in my early years in the business. It only dawned on me when I first encountered him in my second year of advertising. If appearances were anything go by, this man.would have effortlessly blended in with characters from a Mel Brooks movie. With a voice that only a mother could love, he wasn't exactly the sharpest looking suit. It was only after completing my first major campaign with him that I realized what a monumental difference he made on the business. Sharp, insightful, curious, passionate and most of all having an ability to read his clients. Since then, I've kept a vigilant look out for the dream suit. Over the next 11 years, I was fortunate enough to have worked with a hand-

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ful of talented account management staff. Far too often, agencies are filled with suits that don't have the faintest idea as to what it takes to "service" a client. We tend to be more forgiving of junior suits. They're given little planning opportunities. They're buried in the day-to-day and soon take on the role of mere facilitators. Years go by and they become senior facilitators. They in turn hire juniors not knowing what to really look for and so hire more of the same. The cycle of hiring incompetent suits continues and the agency and ultimately the client have to pay a heavy price. Stupid people do not become smart over time . Apply this simple logic when hiring junior suits and the future doesn't seem so bleak. Agencies spend too much time complaining about the client and not enough time finding smart suits who can manage difficult clients. You can change the kind of suits in the agency but you sure as hell can't change a difficult client. So is a smart suit all that it takes to run an account? To begin with, a smart suit knows there is no substitute to product knowledge. He devours any information he can feed his curious mind. And that includes the product's competitive environment. There are absolutely no compromises on this issue and every client should expect this from the suit handling his business. I cannot emphasize this point enough. Agencies are littered with suits that only have a superficial understanding of the account they work on. Every spare time should be spent studying every aspect of the product or service. Only then can the next step of strategic planning even be contemplated. Writing the communication strategy seems to be an area few suits dare to tread. This daunting task is conveniently left to the agency strategic planner. My view is there's no one better then the suit that lives and breathes the account to write the strategic plan. The agency planner provides the framework within which the suit works. And a smart suit who knows his client's business will then in turn be able to set the road map. Then there is the all important job of managing the client. All too often, this task is regarded as trying not to offend the client by not disagreeing with him. The view held is, a two way conversation is not a discussion but is considered dissension. Questions are not asked during briefings for fear of being perceived as

"not knowing enough about the business". The all too common approach is, let the creative team sort out the brief. They surely will find a feasible direction. The smart suit already knows his clients product or service. Briefings then become a forum to ensure all advertising campaigns fall within the scope of his road map assuming that it has been bought by the client in the first place. Needless to say, it's the job of the smart suit to then ensure the creative team develops work that's on brief. Building a trusting relationship with his client should be given top priority by any suit. Here's where many fail because of their inability to read their clients. By nature, man is a complicated creature. When he is your client, multiply that by 100 and you know how difficult a job this can be. The smart suit will ask himself simple questions. Is the client he's dealing with the sole decision make?. Does he have a clue about marketing? Does his pride and ego kill potentially brilliant campaigns simply because you didn't take his strategic input? Does he see an agency as a business partner or merely a factory churning out work that he dictates? Does his boss constantly over-rule his decisions? Should you ensure the "committee" of decision makers is present every time a strategy or creative work is shown. These questions are only the tip of the iceberg. And a smart suit manages each and every meeting with the same precision as a surgeon performing a life threatening surgery. Every word uttered by the client, every gesture made by him means something. And your timing in interpreting and reacting to these at a meeting could be the difference between a long and fruitful relationship with your client or an early demise of your career at an agency or worse still your career in the industry. Knowing when to retreat during a battle. Knowing how to intelligently succumb to the client's demands. Knowing why he reacted the way he did. Understanding the urgency of certain requests. Understanding the pressure he's under to meet sales targets. Knowing and understanding everything about his business and about how he works is crucial. Finally, there's managing the creative teams. The most sound advice I can give here is the smart suit doesn't try to manage the creative person. Instead, he manages the environment around him making it conducive to do brilliant work. That in a nutshell is what all creatives would like their counterparts to do. A great deal of what I've written is really common sense. So why is it so hard to fmd? Sometime ago when I happened to meet one of Singapore well known creative gurus, I mentioned how I envied him for the creative work that his agency kept developing over the years. When asked what the secret was, he looked at me and answered without even requiring time to think; "Find you a smart suit Tony". ~

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CreativeShowcase

Saatchi & Saatchi Reloaded Graham Kelly's blazing guns!

Wonderbra: Magnified Mirrors Two circular magnified mirrors were placed on an existing mirror in the general vicinity that a pair of breast would be if someone were to stand in front of the mirror.

Wonderbra: Mirror Sticker We made use of the warning phrase often found on the side mirrors of cars. Stickers placed on changing-room mirrors in lingerie boutiques across Singapore. A location where women would be particularly receptive to the message

OBJECTS IN MIRROR lAY BE LARGER

........

Wonderbra: Cracked Mirrors

A mirror with two crack formations was placed in a store. The cracks on the mirror were around the general point of contact that someone with exceptionally large breasts would make, as if they had walked into the mirror

THIS ambient campaign for Wonderbra was developed by Saatchi & Saatchi Singapore. It reaches consumers in surprising ways - for example the mirror ideas were placed in changing rooms in Blush boutiques, Singapore's leading chain of lingerie stores. The objective was to deliver the advertising message where it would hit home powerfully. 6) Creative Team: Writer: Jatinder Sandhu, Art Direction: Simon William Johnson,Creative Director: Graham Kelly

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AdspendTrends

ADEX set to soar! THERE's much in store; much that's now finally set to fly, new media choices, new mindsets which will all make 2004 a year to remember. ! Here are the main drivers for the industry next year...

Advertising expenditure is poised to grow 8.3% Advertising expenditure in Malaysia is estimated to grow 8.37% to RM3.92 billion this year, according to the latest forecasts from ZenithOptimedia, one of the world's leading media services agencies. The country's Gross Domestic Product (GDP), which grew 4.7% in the first nine months of last year and by a stronger than expected 5.1% in the third quarter, is providing a strong tailwind for the industry. With the deregulation of the ASEAN Free 'frade Agreement, more competition and additional expenditure is expected in 2005 and in 2006 the market will benefit from the football World Cup. The Olympics and Euro 2004 events would also give an additional flip to advertising spending this year.

Television wars set to pace the industry? ZenithOptimedia also maintains that newspaper continues to remain the biggest medium

of advertising in Malaysia and is expected to account for 63% of total expenditure this year. 1V will account for 26% and radio, magazines, cinema and out-door will make up the remainder. But anything is possible.... Astro is now in 1.2 million households, its tv adex revenue accounted for 6.7% of total multichannel subscription turnover, with pre-tax profits of RM8.3 million in Q304. Margins would have been higher if not for rebranding costs of RM14.2 million. However this investment was minimised by a write-back of RM12 million for a previous over-provision. Its radio segment recorded revenues of RM76 million or 7.4% of total turnover and they lead in this segment. Add this to the commitment by Media Prima, the owners of 1V3 and NST to new channel STY, the television wars will play out in full ferocity this year. Fledgling Channel 9 has yet to find its feet, but remains a player even though free-to-air tv stations do not figure bigtime if they are not on Astro.

Online advertising comes into its own. Online advertising will acquire mainstream status across Asia. Outside Japan, Asia's online advertising is forecast to grow over 40% to RM 2.42 billion whilst internet users will grow 22%

to 205 million. This trend will see classified, real estate and job ads seriously entering the fray.

2004 is elections year. Never before at one go: In Malaysia, Singapore, Indonesia, Philippines, Thailand, India and the US. And I'm sure I have forgotten a few more countries. Elections, in general, create fervour and interest in key nation-building issues, state-funding also goes up for development projects to be completed on time. This increased activity and buzz spell well for advertising campaigns and money circulates faster than ever. It will provide impetus for the Kuala Lumpur Stock Exchange Composite Index (KLCI) to ride into a new high.

The region remains a low-cost production centre. When our neighoours do well, so do we; the prosper thy neighoour policy doesn't ring more true here. More high-technology jobs from the US and the west go to India, China and other low-cost centres. Shying from raising a public outcry, this being election year in the US, Morgan Stanley estimates jobs outsourced to India alone will double to 150,000 in the next three years. Some of the companies leading this outsourcing drive are Microsoft, Walt Disney, CNN, News Corp, IBM, AT&T Wrreless and Accenture. In Malaysia alone, call-centre and customer care specialist Scicom has already bagged international contracts from leading names like Nokia on an Asia-wide scale.@)

press release about your product or -""'rv~t-.. in a newspaper or on TV can bring new business opportunities. It can also turn your company into a This is the power of the press and publicity.

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

2696 2124/2126/2150 10211102211023 Website: http://prwire.bernama.com E-mail: prwire@bernama.com 5th Floor, Wisma Bernarna, 28, jalan I/65A, Off jalan Tun Razak, P.O. Box I0024, 50700 Kuala LumDur.

Fax:

Opinion

BY .ERRY MciCENNA

IT was a dark and stormy night. At least that is the usual excuse for my being home late from the local public house. "Terrible rain. Huge jam; I'll be back in a bit". That's the official story, but my wife knows better. Bless her. A nearly-naked Matt Seddon was tackling Khoo Boo Boon as he entered the pub. Rob Graham was protecting his contraband bottle of Bundy with his life. And I, with shattered spectacles thanks largely to Matt, was sitting next to a media magnate: The Godfather. Trying to repair my glasses with scotch tape, The Godfather said, "Hey Jer, want to write an ad for me"? Now get this. Mayhem is happening around me. Rob is diving for cover as Matt. Shrapnel from flying handphones litters the bar. Khoo Boo Boon is considering calling an ambulance. The bar owner is setting up a triage unit. And I have The Godfather asking if I want to write an ad for him. Tikrit would have been a picnic at this point but in the heady moments of the time, a point of clarity arose: "Dog Bites Man". (Headline cleverly woven in, you Âˇmight agree). And another thought arose, "What if the Media Mafia had its own creative department? Basically this whole ad agency thingy began with blokes like H.K. McCann running around selling advertising space for elixirs and tonics while getting a 15% commission from the local press. Not a bad idea at the time. A bit archaic, but a worthy model of modem day advertising. Fast forward to the sixties and seventies where creative became the benchmark of great advertising and the ad guys started thinking, "Hey, we can get 15% and charge for creative too". Press the fast forward button again and w e are towards the nineties and the ad lads are at it again. "Hey, w e can get 15%, creative fees, research fees, testing fees, and inflate 3rd party expenses to within an inch of the GDP of Tonga. We'll even charge them for a brand audit, whatever the hell that is, ha ha ha". Pissing themselves in laughter, they all run off to management retreats in Phuket. Oops. The clients got smart. They realized after spending gazillions they could negotiate media rates. 3rd party expenses had to be audited. 'Jesting and research fees w ent direct to the client with no mark-up. And in some cases, so did printing, colour separations and film production budgets. Media deals hashed out in New York and London saw what was the stan-

161 aOOIMARKEIINGCOMMUNICATIONS

dard practice of 15% slashed to as low as 5% for some brands. Fine for American and European markets, but these negotiations were global, and markets like Malaysia suffered. Adding insult to injury, the Media Mafia came to town. Agencies looking for a way to recoup their losses formed specialist media units, each with their own proprietary systems, whatever the hell that means - again. So the landscape changed dramatically. The 'guys in media' moved to a building down the road. As agency networks merged, media specialists merged as well. Reflecting an independent spirit they changed their names to something like Corleone Media and all started

... We got into this business to do great work and make good money. The agency lads are as much to blame as the Media Mafia. But money aside, I can't help but think how the business has become a mere commodity, largely due to the Media Mafia. We have reduced the value of it as well. It's ridiculous to think you could launch a brand here in Malaysia for as little as USD $50,000. We have created a client culture resembling a pasar malam, where cheapest is best...

wearing pony tails, sunglasses and black suits. They pitched against each other massively, cutting the value of some media to as low as 2%. Putting a horse head in the bed of creativity, they started having their own award shows. Funnily enough, the Media man of the year in Honk Kong during the early nineties (I forget the year) was a fellow aptly named Billboard Kwok. No kidding. To be fair, they split some commissions with agencies for performing menial planning duties, but the resulting income of agencies had been reduced to a fraction of what it was. And what happened to the agency? As their

traditional source of income had gone out the window, they had to figure out how to go on their next management retreat. Not only had the income fallen, the quality of the business and the people running it had too - they simply couldn't afford good people any more. The quality of the agency staff, even today, has never been worse. Where one or two qualified account people would have sufficed, the agency personnel roster was an endless list of extremely junior account directors, assistants, managers, executives, and trainees lurching from crisis to crisis, never really managing the brand. Just keeping up with the paper chase, bless their souls. The creative suffered as well. Just look in the papers. Or on Tv. Or for a real laugh, radio . No explanation needed. To increase revenue streams (more great adspeak) we invented areas where the Mafia couldn't get us. We invented total brand solutions. We invented Planners. And handy little tools like CRM. DM. PR, Event Management and Ambient Media to scrape the crumbs off the floor of the client's CFO in the hope of getting a fee. Poor bastards. This isn't advertising anymore. It's survival. Basically, it's all screwed up. We got into this business to do great work and make good money. The agency lads are as much to blame as the Media Mafia. But money aside, I can't help but think how the business has become a mere commodity, largely due to the Media Mafia. We have reduced the value of it as well. It's ridiculous to think you could launch a brand here in Malaysia for as little as USD $50,000. We have created a client culture resembling a pasar malam, where cheapest is best. We have forced agencies to mismanage production budgets, screwing the client as much as possible to get the money in. (This will continue to be particularly interesting seeing the MIM regulations fade away.) What is sadder is how new, young, creative, breakthrough hot shops will be tougher to start, maintain and succeed. The very soul of our business has been cut out and served on a PowerPoint platter of media plans So, back to The Godfather. Did I write the ad? Yup. Did he accept it? Nope. Of all the changes in our industry, one thing that hasn't changed is fear of the client, whether you are Mafioso or not. 6)

We're living proof of that. You see, it was five years ago that we started this agency called Friends. Looking back, it was probably the worst time to start ad ad agency. Economy uncertainty meant that Client were slashing their advertising budgets. Worse, some weren't advertising at all. Art Directors were cutting their ponytails and looking for "respectable" jobs. Copywriters were writing suicide notes . Creative Directors were sending the suicide notes back for being too self-indulgent. Account Managers were trying to sell kitchen-knife sets with direct-selling companies (but their clients still kept rejecting them). And at Friends, the biggest job we had was to design a bookmark. This we worked on diligently in a tiny office above a seedy dangdut joint. But still we believed that in order to be successful, we shouldn't be riding on the success of foreign agencies. Fast-forward to the present: As this ad is being written, we're also working on campaigns for some of the country's largest automotive, utility, banking, education, property and government Clients.

Clients who have placed their faith in the 100% Malaysian Agency to help build their brands. And are reaping the rewards of it. Because at Friends, we're managed to double the sales for brands that we're taken over from Multinational agencies .- And we're sure that other Malaysia agencies will be able to share similiar success stories with you. We're not asking for special treatment. All we're fighting for is a chance at a fair fight. So we're proposing that you invite at least three Malaysian agencies for next pitch (us included of course. You can contact Shahrein at 03-2711 9799). And invite the Multinationals. If you feel that we're not better than they are, then by all means tell us to take a hike. But if you do feel that we can serve you better, we'd be thrilled at the opportunity to work on your ads till it's way past our bedtime. Five-year-olds are like that.

advertising & communications sdn. bhd.

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... this would be a brilliant form of advertising since it not only serves as advertising space but also as an environmentally friendly receptacle for recycling. Companies not only have the opportunity now to assist the government in its efforts to encourage recycling but also to promote their own corporate image as that of being environment friendly...

181 aDOIMARKETlNGCOMMUNICATIONS

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TIIE SilverBox' is the newest and most innovative outdoor media in Malaysia. A sleek stainless steel receptacle , the SilverBoxTMwas launched in Malaysia late last year by the Minister of Housing and Local Government, Datuk Seri Ong Ka Ting. The CEO of OMG Media, Mr. Devsonia Singh Dhaliwal, introduced to Malaysia this innovative new outdoor media from Canada.

Dev, as he is affectionately known, thought that this would be a brilliant form of advertising since it not only serves as advertising space but also as an environmentally friendly receptacle for recycling. Companies not only have the opportunity now to assist the government in its efforts to encourage recycling but also to promote their own corporate image as that of being environment friendly. Furthermore the Silver-

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box is an ideal vehicle for carrying brand awareness messages. The SilverBox as an innovation is the true embodiment of how businesses are able to take advantage of the huge opportunities accorded by innovation and technology while at the same time playing an important role in being socially responsible and contributing positively to society. The Silver Box has enjoyed huge successes in Canada where it all began. Presently Canada has approximately 6000 SilverBox with advertisers from various industries. The range of advertisers include Nike, McDonald's, Burger

King, well known real estate agencies as well as smaller localized retailers. The SilverBox was also launched in the United States, United Kingdom, Italy and Singapore, which is a subsidiary of OMG Media Malaysia. The Government of Malaysia has applauded OMG Media as a private company that has come up with an innovative idea in promoting recycling to the public. At the National Recycling Day, the Prime Minister, Datuk Seri Abdullah Ahmad Badawi mentioned that he would like to see more SilverBox in Malaysia. The PM also commented that it is good that the private sector is playing a more active role in supporting the government in promoting recycling. These recycling receptacles are placed in the more prestigious areas in the Klang Valley: along major thoroughfares, near or in front of educa-

tional institutions and recreational facilities, trendy up-market beats and major residential areas. In Singapore though, they are located in schools and residential units. They are placed here in the hope that society, especially youth will cultivate and raise the awareness of recycling and ecological conservation. The SilverBox as a media for advertising does not limit creativity, for e.g. in Canada, Nike used it as part of their campaign involving a "treasure hunt". The SilverBox is a great solution for organizations to realign and project their corporate image as being more caring and environmentally friendly, thereafter, engendering a positive image of the company especially with a growing population that is more sensitive to environmental issues. As the SilverBox' is very localized, organizations could use them for certain target markets, i.e. school children, professionals, certain residential areas etc. The SilverBox may be located almost anywhere, so long as it does not obstruct traffic or placed on a spot contrary to local or municipality regulations. It is an ideal advertising media for companies wishing to "dominate" a city during a launch of a new product or service. t;)

Stoff of OMG Medw

aOOIMARKEllNGCOMMUNICATIONS 119

clients, not only do we make them attempt to come up with ads at the end of a long day (the results range from astounding to abysmal), we stress the importance of a great brief and nurturing the idea. Without this, time is immaterial. So what are the basic ground rules to make this 'fee-craziness' work? 1. It starts and ends with expectations

HERE we talk about the ultimate dilemma of our business for the next 5-10 years - or at least until something more meaningful than fees come along. Because on a fee basis, every client and agency we talk to has to confront the same challenge. The agencies tell us "Clients have to realise fees are not an all you can eat $30 buffet. Some of them think they are Homer Simpson and Âˇ~ you can eat" becomes some sort of mission". The mindset here is simple- I'm paying you a fee, therefore you should be there for me to work. The clients tell us '~gencies have to realise fees are not a taxi meter. Some of them think they are on a long distance ride and whatever time they spend in anything remotely associated with client business becomes somehow 'chargeable'". The mindset here is simple - you're paying me a fee based on every hour that we work. Did somebody say "Bring back commissions"? Working with agencies on a fee basis open an awkward can of worms that some clients and agencies cannot easily face. It all really comes down to one (or two) simple questions - "How much do I pay for an idea?" and "How long should it take to crack an idea?" Our European office shared with us recently it took the Guinness agency a full 12 months to crack it. Most Asian clients prefer to aim for 12 days. When we run training with

Without a clear scope that goes deeply into all the projects and the specific elements of each project, a fee agreement is doomed before it starts. Of course, whatever is planned will change, but the point is, its planned and costed , so benchmarks are set.

2. Agree how long is a piece of string It's crucial you need to agree together how long a project will take, depending on its requirements. Strategic ones will take longer than tactical ones. Integrated ones will take longer than single media ones. You need to agree and set parameters. If the agency can complete the task in less time, good for them. If it takes longer, then its time for negotiations, discussions and post mortems.

"Agencies have to realise fees are not a taxi meter. Some of them think they are on a long distance ride and whatever time they spend in anything remotely associated with client business becomes somehow 'chargeable'"

3. See you in 90 days We usually ensure client and agency sit down every quarter and review this. A fee ultimately is a negotiation and discussion, not anenforcement or a gravy train. It needs monitoring, benchmarking and improvement. This may seem daunting. Excessive. Adding hours. We find the opposite. The 4-6 weeks that is spent at the start of the year resolves the hours and hours and hours of middle management negotiation on every single estimate over concept fees and artwork hours. ~ Greg Pmi/1 ICJrCCJ

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ADO/ would ltke to apolog1se unreservedly to Mr Greg Paull for wrongly cred1tmg h1m for an art1cle he d1d not author on Page 31 of the Nov/Dec 1ssue of ADO/. The overs1ght IS deeply regretted.

BroadcastExclusive

BY HAM & MMESH CONTENT is King! Every media owner on a spirited mission to capture the hearts and minds of audiences with expectations of a recurring effect for better market share, will put content on their top list. What separates the good from the great is the right strategy, timing and definitely an in-depth understanding of what the viewers want. In 2003, TV3 has successfully played the right strategy, using a bold and dynamic approach that centered around their 'best-ofbreed' content. This tried and tested programming strategy has certainly borne fruit and helped TV3 garner more points in an industry that is becoming a warfare. ADOI sat down and got stuck to Anthony Firdauz Bujang, General Manager of Brand Âˇ Management Group TV3 to get an insight on what's happening in 2004...

From the creators of smash-hit series "Smal/ville" comes another legendary saga BIRDS OF PREY every Friday@ 9.00pm on TV3. (Effective January 9, 2003)

At present we're looking into more reality programmes for different services. In fact, we will be airing our own local reality show called 'Explore Race' which brings contestants from all over the country together in a race around Malaysia and in the region.

What kind of .strategy will you employ in your programming line-up for the CNYperiod? Investing in the highest quality programmes for specific slots. As always, we will offer some of the best movies and variety shows during CNY. We are confident that this strategy will further strengthen our foothold in the Chinese language segment. Our audience share in this market has been on a huge upsurge, resulting in us regaining our No.1 position with 38% share. (Jan-Nov '03, Nielsen Media Research)

What about procurement of Chinese programmes? Of late, we observed that not only the Chinese population view our programmes, but also other races. Hence, we continuously roll out new and creative products/programmes in line with our promise to deliver best-of-breed programming to viewers from all walks of life. As you know, our efforts and resources are always focused towards meeting changing consumer needs.

Give u.s some detail.s please. .. TV3 will be bringing blue chip programmes from blockbuster movies to entertainment and variety shows, which includes locally produced magazines I musical programmes. These exhilarating shows will be screened from the eve of Chinese New Year onwards. Reality shows are hot, from Joe Millionaire'

to 'Fear Factor', they seem to be taking the programming scene by storm. What are TV3's latest offerings in Reality Shows? Res Q and Medic TV are semi-reality shows offered by TV3. ResQ a real-tv action-packed series, will make its debut on 15th January 2004 at 9pm. This half hour programme delves into the rescue efforts of Malaysia's agencies in emergency and tragic situations which will definitely find viewers glued to their seats. ResQ educates viewers with information concerning

22j aOOIMARKETINGCOMMUNICATIONS

Anthony Firdauz Bujang, General Manager of Brand Management Group TV3

the execution of operations by relevant agencies such as the Fire and Rescue Department, the Civil Defense Department (JPA3) and the like, during flash floods, road accidents, fires, landslides, wildlife threats, live-saving attempts and mercy flights. Filled with fast-paced sequences, ResQ depicts the chronological process and procedures of rescuing tasks, without disregarding the complications and challenges endured while coping with such cirCumstances.

TV3's leadership position is now poised to gain a surer footing with the advent of 8TV and with this year's inspiring performance. [programming-wise] What are your plans on staying ahead of the game? We will continue to deliver top-notch programming to our loyal audience across all segments - Mass Market, Chinese market, PMEBs, Women, Kids and Teens. Our efforts and resources are always focused towards meeting changing consumer needs. New programmes in January would include- 'Birds of Prey', 'Mutant X' , 'A h-Ha', 'Samarinda', several (miniseries) beginning with 'After Shock'.

Chinese Oyssey, January 22, 9.00 pm

This tried and tested programming strategy is working very well for us. We achieved 47% of the total audience share year-to-date - a significant increase from 41% in 2002.

advertisers' markets into specific markets with different strategies to suit each segment, we can retain our current advertiser base while at the same time, expand into new markets.

Festive ads make a huge showing on ADEX What message would you give advertisers charts every year. Are you expecting a lion's who are looking at TV advertising for 2004? share of that in the coming One of the key areas we are festive season? working on is for TV3 and 1V3 is not relying on the NSTP to work together to attract new advertisers espefestive season alone to up our cially in areas such as retail and adex share as we have committed ourselves to being able to classifieds where the combined reach of the 1V3 and NSTP disprovide the best platform for advertisers to reach their auditribution networks can provide ence all year round. TV3 an extremely cost-effective enjoyed significant growth in solution to smaller advertisers. market share of television Hence, we foresee tremendous ADEX from 48% to 52% in the growth opportunities in televifirst 9 months ending 31 May sion advertising due to our new 2003 . This increase in TV offerings on multiple platforms. Finally we would like to highADEX share certainly reflects MUTANT x,Sunday; 9.30pm the significant jump in 1V3's light that 1V3's strength is not share of viewer ship. only on air but also on ground. We strongly believe that the key to increas- In conjunction with our 20th Anniversary year, ing our ADEX revenue is through the revenue our 'Karnival Sure Heboh' will kick-off in Janusegmentation approach. By segmenting our ary going Nationwide for 6 months. @

aDOIMARKETINGCOMMUNICATIONS j23

AwardS how

Turning The Tables ~Creative Awards 2003

Best-of-the-best Golden Screen Cinemas "Knife" - NAGA DDB (2 pax to Pattaya Ad Fest 04) Gold MPH Bookstores "Hobbit" - FOOTE CONE & BELDING Golden Screen Cinemas "Knife" - NAGA DDB Silver Speedy Video "Magneto" - FOOTE CONE & BELDING Bronze Malaysian Breast Cancer Association "Lump" - TBWA-ISC Monash University "Menu" - INTERFACE EON Service "Tool Box"- INTERFACE MAKNA "Statistics" - FOOTE, CONE & BELDING Astro AXN "Worms" ~ TBWA-ISC Astro Vaanavil "Head Shake" - TBWA-ISC Merit Monash University "Looking Up" - INTERFACE Pangkor Island Beach Resort "Hands" - FOOTE CONE & BELDING Listerine "Leftover" - NORM ADVERTISING

Turning The Tables Creative Awards 2003

TABLEVIEW Malaysia, the first media owner (ambient outdoor media) to initiate a Astro Ria "Spin" - TBWA-ISC creative award to acknowledge and reward LIST OF WINNERS - STUDENT some of the most creative table top ads hosted the awards presentation ceremony recently GOLD Halls "The Cooling Candy" - DASEIN at Bali-Bali Kafe, one of the latest and hottest Tee Chee Yee night spots in town. SILVER Key advertising people, major advertisers MyFM "Fly Killer" - DASEIN and members of the media attended the Tara Loh awards ceremony. Unlike other creative BRONZE awards, winners walked away with more than Action Against Hunger "Looking " - DASEIN Loo Chee Keong just the usual smiles, certificates and trophies. Sponsors made the entire event memorable Kit Kat "Life of David Beckham" - LIMKOKWING Jason Khoo Boo Hooi with their generous sponsorship of prizes. Mr. Bharat Avalani, Vice President of MERIT Nescafe "Drink A Cup" - DASEIN. Malaysian Advertisers Association (MAA) Viollin Koh Hooi Ling was the guest-of-honour for the night, Power ''The Jumping Shoe" - DASEIN presenting awards to winners of the student Lui Yit Ming category. Kelvin Hong, CEO of Tableview Listerine Pocket Paks "Garlic" - PJ COLLEGE OF ART & Malaysia presented the awards for the DESIGN - Melissa Cheng Professional category. Match.com "Footsie" - TBWA-ISC

Listerine Pocket Paks "Butts" - PJ COLLEGE OF ART & DESIGN - Melissa Cheng Jobstreet.com "Makan" - DASEIN Goo Mei Jun

241 aDOI MARKEllNGCOMMUNICATIONS

Top accolades went to Naga DDB who walked away with a gold and the "Best of The Best" Awards with a truly out-of-the-box concept entitled "Knife ". For their effort , two persons will be enjoying themselves in Pattaya during the Ad Fest in April 2004. The judging panel which comprised of Tajul Ariffin (Executive Creative Director, TV3), Lakshmi Mohan (Creative Director, Interface), Yap Pow Hoong (Creative Director, Foote Cone & Belding), Harman dar Singh aka Ham (Regional Publisher, ADOI) and Kelvin Leong (Snr. Art Director, Saatchi & Saatchi) definitely had a fun and hard time deciding the winners. "Thrning The Tables Creative Awards " promises to be even bigger and better this year looking at the success it enjoyed back in 2003 . Watch out for "Thrning The Tables Creative Awards 2004"!! ~

SPONSORS: Tab/ev1ew Ma laysw, ADO/, A/com, Maybe/line, Schick, Pa nason~c, L1stenne, Loreal, Dutch Lady, Kayu Nas1 Kandar, Shakey's P1zza, JayaAd, Interface Advert1smg

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the company's executive officer Moon K.Chan , said: "The product line is a range of children's toys from Kent Wonderland. Discussions on the entire project were conducted via the internet and teleconferencing - no clients were present in our office from beginning to end." The production was basically broken up into three stages; the initial character choice and designs based on actual products; the art direction and layout design; and finally the actual animation storyboard. The overall production took around eight weeks with eight animators. "MFX has created a reputation in the region over the past two years for high quality broadcast design, animation and special effects. MFX was a finalist in the AEAF (Australian Effects and Animation Festival) Awards 2002 for its Mortien "Can Trust" and Petronas Fl "Learning Curve" animation and effects work.~

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for Malaysians to export their expertise. Local design and animation studio Moon FX Sdn Bhd made Malaysia proud by producing Kent Toybox. a commissioned animation clip for Saatchi & Saatchi in Thrkey. Calling it the proverbial"dream come true".

Local Effort: An example of an animation job from MFX

Catch consumers' eyes with

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

Tableview (M) Sdn Bhd (527844-M) 11-8 The Boulevard, Mid Valley City 59200 Kuala Lumpur Tel: 603.2283.5800 Fax: 603.2284.1098 e-mail: great2B@tableview.com.my uri· www ll'lhl~>vi~>w f"nm mv

McCann

(L -R) Huang Ean Hwa and Lee Szu-Hung, Executive Creative Directors, McCann Erickson, Pratik Thakar, Director of Brand Strategy and Consumer Insights, Mccann Erickson, Gaurav Bhasin, Managing Director, Universal McCann and Benjamin Chew, Group Brand Director, McCann Erickson.

MCCANN ERICKSON WORLDGROUP STRENGTHENS MANAGEMENT

BIG NAMES, BIG AMBITIONS MCCANN Erickson and Universal McCann This formidable team has an impressive record announced senior appointments in their man- spanning over 14 years. agement line-up in Malaysia. They have taken McCann into the top five Subsidiaries of McCann Erickson World- in the creative rankings within 12 months of group announced the new appointments and joining the company. promotions as part of an on-going effort to conHuang and Lee collectively hold more than stantly raise the bar in strategic brand leader- 160 awards from Malaysia's most prestigious ship and creative delivery. advertising award show - the Kancil Awards. Pratik Thakar has joined the team as Direc- They are also responsible for winning tor of Brand Strategy and Consumer Insights. Malaysia's first Gold Lion at the Cannes InterWith a career that spans more than a decade, national Advertising Festival. including stints at such leading agencies as DDB Universal McCann has been strengthIndia, Lowe Lintas India and Saatchi & Saatchi ened considerably with the addition of the India, Thakar is responsible for studying and recently appointed Managing Director, analyzing consumer behavior and developing Gaurav Bhasin. brand strategy for McCann Gaurav holds an MBA in Erickson's roster of clients. Marketing and Finance and ... Huang and Lee Michelle Ong has been made is also a graduate of the collectively won more Client Service Director· and prestigious Mudra Institute than 160 Kancil Awards of Communication AhmedHead of the Brand Management over the past 14 years... abad (MICA) in India. department. Michelle, with 12 During his stint with Mindyears experience in the industry, joined McCann Erickson in 2002. share Gaurav led his team in Singapore to eight She was previously at Grey Malaysia and award wins including Campaign of the Year Ogilvy & Mather. She also served at Leo Burnett 2002 and Thompson Total Branding WorldMalaysia and Thiwan where she led the account wide's Grand Prix. teams on a wide range of multi-national clients Universal MCCann was named Media including Phillip Morris, Proctor & Gamble and Agency Of The Year in the United States by McDonald's. both Adweek and AdAge - two of the advertisBenjamin Chew has also joined McCann ing world's most prestigious publications Erickson as Group Brand Director for a number "The addition of such proven and industry of its global brands including Goodyear, Mas- recognized talent to our award-winning teams terCard, Boots Healthcare and Exxon Mobil. in Kuala Lumpur adds tremendous value for Prior to this appointment, Chew, who has our clients. been in the industry for 10 years, was Regional "Our performance at the recent Kancil Group Account Director on the Proctor & Gam- Awards coupled with the energized creative ble brands, such as, Pantene and Pringles at efforts of the team here will see emotionally Grey Malaysia. engaging and thought provoking advertising They join their creative counterparts, led by campaigns being rolled out for our Malaysian long-time associates and Executive Creative clients," said Tony Savarimuthu, Managing Directors, Huang Ean Hwa and Lee Szu-Hung. Director, McCann Erickson Malaysia. fY

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Through the ÂˇStatic 8TV Takes First Ever Pro-Active Tuning-In Campaign To Audiences ~

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HAVE not tuned your television

Arachnid wins Gold. For the second year running, Arachnid remains the only interactive agency in Malaysia to win at the New York Festivals. But thisyear, Arachnid takes horne a coveted Gold Worklmedal out of thousands of International entries judged by over SO Interactive professionals from around the world. This Gold was for the web presence of singer-songwriter Pete Teo, entered In the Best Website - Self.Promotion category. Arachnid's 2003 performance doesn't end there. In every award entered, Arachnid emerged with the highest accolade for the year. It won a Silver, Bronze and Merit at the KancHs; Silver being the highest award this year. At the Inaugural MC2, It won a Bronze; also the highest for the year. At the strategy- and results-focusedOMAMs,lt won a Bronze for Best of Web- Relationship Marketing; the year's highest in that category.

281 aDOIMARKE11NGCOMMUNICATIONS

"We will be the first to " ... We say at that we admit that there are problems to receive 8TV? Help is just a phone call away. are different and this surrounding the issue of 8TV- Malaysia's latest telereceiving terrestrial broadtuning-in campaign casts in the country. vision station is currently run"This is due to factors such as ning a campaign which has seen means that we will be viewers receiving free tuning-in poor installations of antennas. services and dedicated call cen- literally bringing BTV to What's more is that these antennas don't often face the tre support. their homes ..." Viewers in the Klang Valley direction of transmitters and can also expect a few surprises in the coming that many viewers, particularly in the Klang Valweeks as the dedicated 8TV team goes all out ley, face poor signal quality as a result of being blocked by man-made structures such as high with a host of activities. "We are very excited about our tuning-in rise buildings." campaign as it demonstrates our commitThese factors, he added, have been taken ment to our audiences, enabling them to into consideration and the tune-in campaign will not only reach the right audiences but it will experience 8TY. "We will be literally bringing 8TV to their also help overcome the problems. The RM 2.5 million free tune-in campaign homes" said Ahmad Izham Omar, Chief Operating Officer of 8TY. has been complemented by a massive advertisAt a media briefing, Izham also touched on ing blitz in the print media. The station is also negotiating with private the strategic partnership with Senheng Eleccontractors to provide master antennas to aparttric Sdn Bhd. This well-known service provider has ments and condominiums. teamed up with 8TV to provide free tuning-in 8TV completed its test transmission phase services to residents in the Klang Valley. and started full programming transmission on This partnership will also allow the first 100 Jan 8th. For more information, log-on to: viewers everyday, to receive free UHF antennas www.Btv.com.my ~ when they register at any Senheng outlet in Klang Valley, until March 31. Viet t'l~ /JOt'llCOWlftlpt0/1/tllli/Jt/ ,,I'' II ri!Jc/)(lfiUCII} !)'(/, {()Ill ill [,)Ill 'lt , (1// I>,-, 1,...... ' Izham also addressed the issue of free-to-air i) ()() cii It! ' Oltcftlld/l{ ,l, r " ' dll 1[-, full terrestrial reception and the common problems /)/()(j/(/0)0)/f)(/ [{(//)\ '> associated with it. r r1 1 r

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Big problems are solved by DNA DNA-Agency__., call Michael Newman or John Poulakakls on ÂŤl3l 9645 971!

This is an ad publicising the second agency network set up alongside M&C S~atchi in Au~tralia.

10 OF THE BEST Rapp Collins shines at DMAM AWARDS Rapp Collins (M) Sdn Bhd, a sub sidiary of the N aga DDB group of companies, recently won 10 DMAM (Direct Marketing Association of Malaysia) awards including the coveted "Best of the Best" category for the Volvo Loyalty Programme. "Out of the twenty-one categories, Rapp Collins submitted in eight categories," said Rosie Hong, its managing director. The agency set a target of at least five awards but went home with ten. "The DMAM awards are well-recognised

in the Customer Relationship Management (CRM) industry and winning the awards over other veterans is indeed a milestone for Rapp Collins," said Hong. The "Volvo Loyalty Programme" comprised strong strategic input, emphasising on loyalty building, and communicated with creatively impactful and original work. It symbolises Rapp Collins' beliefs in understanding target consumers' unique n eeds and prefer e n ces, n ecessary for m aximising long-t e rm r e lation ships whilst increasing their lifetime value with the brand. Hong added: "Our focus is not just on our ranking in the industry. We want to su ccessfully p a rtner clients in creating solid work in an environment that provides freedom for creative expression. "Volvo placed a lot of trust and confidence in us and that has propelled us to deliver great work for them."@

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• ACNielsen unveiled The Watch Meter, which allows Nielsen Media Research to track exposure, minute-by-minute, to radio and television programmes. Using digital soundmatching, it precisely records the time-frame the TV channel or radio station is seen or heard. Not necessarily restricted to the broadcast media, it can also track exposure to outdoor advertising. The Watch Meter is expected to hit Singapore, the second market In the world offering this service after Switzerland, in June. Nexnews Berhad Chief Executive Officer Mr Tong Kooi Ong

• The recent 2003 Rugby World Cup (RWO showcased the Increasing popularity of the sport in Asia, with an estimated 50 million ESPN STAR Sports (ESS) viewers tuning in to Asia's number 1 sports broadcaster to follow the drama of the six-week competition. • Coca-cola has dropped ZenithOptimedia as its media agency of record in China, replacing it with Starcom MediaVest. The move covers all the beverage giant's brands, including juices, teas and water lines. The entire account is believed to be worth between US$30 million and $50 million In annual billings. Brenda lee, Coke China external affairs director, said the review was aimed at ensuring the company had the agency with the best capabilities in terms of media planning and buying power, insight and efficiency. There was no change in Coke's creative roster, which includes McCann-Erickson Guangming on Coke and Ogilvy & Mather on Sprite and Fanta. • Honda Prospect Motor in Indonesia has tapped Chuo Senko as its creative agency and Carat as medla5pecialist to develop a campaign to relaunch an existing model of cars as well as roll out a new Une. Brand names were not revealed. The appointments followed a pitch against incumbents leo Bumett and Starcom. • McDonald's is consolidating its worldwide media strategy, planning and buying assignments with OMD Worldwide. It's believed the realignment, which Includes Asia-Pacific, will take several months to complete. The consolidation Is intended to deliver optimum strategic media efficiency and effectiveness, while fueling greater innovation, creativity and cross border media opportunities. • XM Singapore recently helped Singapore Airlines (SIA) make aviation history by designing a microsite to promote the latest addition to its fleet - the ultra long-range A345LeaderShip. It enables SIA to offer the longest non-stop commercial service in the world, with flights from Singapore to los Angeles and eventually,

301 aDOIMARKETlNGCOMMUNICATIONS

Distributed free with The Sun WITH its new reader-friendly and clutter freeformat featuring the country's top financial news, the The Edge Financial Daily is creating a signilicant impact on the lives of Malaysians. Published by Asia's award-winning business and investment weekly, The Edge, The Edge Financial Daily hit the streets on Dec 1. The 16-page daily is distributed with The Sun, (circulation of 150,000 in urban areas), attracting largely business executives and professionals. Nexnews Berhad Chief Executive Officer Mr Tong Kooi Ong, said that launch of the The Edge Financial Daily showed that The Edge had "come of age" to become more than the leading business weekly for Malaysians. Addressing a 500-strong crowd comprising advertisers, clients, potential clients, business partners and media agencies at the official launch, he said that as Malaysia's newest media group, Nexnews will continue to do what it is good at. "Our track record is one of quality, innovation and aggressiveness. The Edge will continue as a high quality business paper. The Sun,

with its free model, is innovative and daring. The launch of The Edge Financial Daily is an aggressive move to expand our market share," he said. "Nexnews will continue to introduce more products, maximise the value of its content and explore new technologies to be a more complete media company," he added. Mr Tong also announced several appointments at the Nexnews Group level. Mr Ho Kay Tht, Editor-in-Chief of The Edge, has been appointed Editor-in-Chief of the Nexnews Group. He will be responsible for all Nexnews publications including The Edge, The Sun and The Edge Financial Daily. Mr Lim Siang Jin is the Managing Director of media business, responsible for the business of the publications. Both Mr Ho and Mr Lim are executive directors on the board of Nexnews. Nexnews Berhad, listed on the Main Board of the Kuala Lumpur Stock Exchange, recently completed its acquisition of The Edge Communications Sdn Bhd and Sun Media Corporation Sdn Bhd. ~

An Exclusive Story

Happening

BIG BRANDS GO ONLINE FOR CUSTOMER DATA By Don Peppers According to the Internet Advertising Bureau, online advertising is on pace for 14 percent growth this year. Big brands play a large part in that growth. Take a look a little deeper however, and you'll find that big brands are also going online to collect customer information based on their needs and interests. Decision makers are finding bottom-line improvement through online customerbased strategies. In September 2003, telecom giant Sprint unveiled a three-year plan to align its resources based on customer needs and preferences. Its long-term vision is to become a customer-<:entric business and to reduce total operating expenses by 5 to 7 percent. totaling more than $1 billion in savings. As part of the plan Sprint is realigning internal operations to differentiate customers into groups based on purchase habits. The initiative "enables Sprint to improve and expand its customer service efforts, focused specifically on the unique demands of business and consumercustomers,"saysGaryD.Forsee,Sprintchairmanand CEO. The company's Web site is a critical touchpoint in the initiative. David Dickey, director of marketing and communications of direct and new initiatives, says the company now groups its customers two ways: those who come to the Web site, and those who contact Sprint by e-mail. Dickey says Sprint next wants to understand value and behavior.'We want to look at these customers and test how the groups respond based on the information shown,"he says. Luxury carmaker Lexus also targets customers using behavioral methods. When customers visit Lexus.com, the company captures visitor information by asking them either to register, or by prompting them to contact a local dealer, who will collect their information."lt's a pull approach," says Arthur Chan, associate communications director at Team One Advertising for Lexus. 'We don't push them."The site also offers a"design your own Lexus" feature and hosts an owner's lounge where users can build a personal homepage and access maintenance and individual car information.Lexus uses all this data to build customer portfolios. Health and beauty retailer Reflect.com significantly improved its online system within the past year, enabling the company to measure "not just page views, but a person's path through the site, so we can understand what's working for customers and what's not." explains Matt Doyel, senior director of marketing.This also helps Reflect understand the needs of indMduals who visit but are not yet buyers. Doyel says the company will continue to take a closer look at customer information online.'We see a huge benefit in speaking with relevance to our customers," he says."We've increased our scale from a year ago...and we're looking to increase it even more." INTERACTlONS ARE ALL ABOUTVAWE Customer registration is the most common way of capturing customers' personal information. But collecting information can be difficult, according to Paul Buta, COO and founder of direct-ta-<onsumer marketing software firm Optas.'We're in an abysmal situation in not getting information from consumers that is reliable and truthful," Buta says. He suggests incentives, such as newsletters or discounts when customers register information.This practice will build value and enable companies to collect customer data over a customer's lifetime.'1hose are the things that will drive long-term revenue and opportunity," he says. At Lexus, for example, users enter the Web site and are asked to submit their zip codes. Then after being offered features such as"design your own Lexus,"they are asked to fully register their information and visit the local dealer, which automatically pops up on the screen. The "design your own Lexus"feature deepens the level of involve-ment in the site, and is used as the incentive to get consumers to give more information. Organizations need to consider the value exchange, saysPeppers&RogersGroupSeniorConsultantJamesVila. '1he customer's needs must be considered when designing an incentive," he says.'1he better the carrot. the more likely the customer is to provide accurate information, especially if the delivery of that incentive depends on a clean address or e-mail response." The capture of information is often the first stage of contact. the first opportunity an organization may have to demonstrate what it is like to be a customer with them,the first impression of the customer or brand experience. "For too many organizations that first impression is likely to be the last,"Vila adds.

32j aDOIMARKETlNGCOMMUNICATIONS

From right Executive Chairman Kumpulan Utusan, Tan Sri Kamarul Ariffin, Matrade CEO Merlyn Kasimir, Tan Sri Hussein Ahmad (second from left) and Chairman UP&D, Prof. Datuk Dr. Firdaus Abdullah (left) at the open house.

Utusan Group Executive Director Mohd Nasir Ali (right) with guests.

Hari RayaGathering for Corporate Clients and B.usiness Associates ALMOST 600 guests attended the Kumpulan Utusan Hari Raya Aidilfitri Gathering organised

for corporate clients and business associates. The event was held on Dec 15, 2003 at Renaissance Hotel, Kuala Lumpur. Among the guests who attended this function were CEO of TV3, Datuk Farid

Ridzuan, Securiforce "Iron Lady" Datuk MaznahJalil and Telekom Malaysia Berhad's Assistant GM, Dato' Sharifah Mohd. Guests were also treated with special performance by our very own soprano queen, Ning Baizura who rendered three songs during meals.@

When Vietnam won over Indonesia at the Sea Games causing furore among the Vietnamese. Red Card managed to produce, sell and run this ad just a few days later after thinking it during the match and keeping fingers crossed on the score: VIETNAM- 7 INDONESIA - Of

THE REBIRTH OF

"This is really refining what we have already been doing here in Asia. After we were acquired by WPP, Bates Asia didn't have the burden of being a global agency. We thought carefully about our existing strengths, and the work we already do for our clients. And the positioning flowed out very naturally from those discussions" explained Jeffry. Bates mission is to deliver the Best Local Solution alongside their integration partner 141, interactive arm XM, and their design specialist UnderLineFitch. All will be given a further boost in firerecognition of the strengths we already have, power, by having full access to the depth and Bates Asia becomes uniquely positioned as an breadth of skills and expertise within the WPP international standard, locally focussed agency group of companies. Consistent with this new network offering world- . - - - - - - - - - - - - - - - , . positioningisanewcorclass solutions." porate logo. It now feaHe reiterated that Bates tures the Bates Asia has always understood that name accompanied by a there exists a strong need in motif of falling grains of Asia for an agency network rice, as it symbolises a that is best at delivering first common staple across class local solutions to large Asia. It has distinct local local and international varieties and different clients~ Increasingly, Bates types of rice for differbelieves that international ent countries. Thus the clients, while needing to pay Bangkok office uses

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THERE has been much going on within the Bates network and while everyone has had an opinion on the subject, the fear of a worldwide shutdown was most common especially after what happened to D'arcy last year. Though the news has simmered down within the industry, the Bates network has a lot to talk about.

Here are the facts. .. Bates International has closed down. It has been dissolved into other WPP networks such as Ogilvy & Mather and J. Walter Thompson. In Asia, it is a different story altogether, nobody in the right mind would want to shut down a profitable network of companies. Thus, Bates Asia has announced its rebirth as a specialist regional agency network within the WPPgroup. During a visit to the Bates Indonesia office in Jakarta, Jeffry Yu, President Bates Asia stated, "With support of our new parent and its

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attention to global strategy, realise the importance of locally relevant situations. Of course there are some of us who assume that Bates initially positioned itself in that manner, so what's different?

Thai Jasmine rice, while their Tokyo office, Japanese short grain. The new logo will be introduced in early 2004 in all stationery and office signages. ~

aDOIMARKETINGCOMMUNICATIONS 133

Duration : 15 sec Client :Kotra Pharma (M) Sdn Bhd Agency : Naga DDB Creative Director : Ted Lim Art Director : Richard Koh Copywriter: Jovian Lee Language : BM I Eng I Mand Summary :Now you can have fun by eating Appeton Kid's A-Z vitamins - the only vitamin C in letters of the alphabets. Brand: Ayamas RedHot Crispy Fried Chicken Title: Smokey Robinson Duration : 20 sees Client : Ayama s Food Corporation Agency: Publicis Malaysia Creative Director : Hisham Art Director : Leon Copywriter: Hisham Language : Engi BMI Chi Summary: Dig in the new Ayamas RedHot Crispy Fried Chicken with your family. It will sure spice up your life and fire it up. Brand: Perodua Corporate Title : Flying Carpet & Pot of Gold Duration : 20 sees Client: Perodua Agency : Pesaka Grey Creative Director: Andrew Fong Art Director : Edward Lim Copywriter: Prem Vasudevan Language : BM Summary: Celebrate Hari Raya with these 2 old Malay movies-like TVC.It's festive and we gotta prepare for the celebrations. Brand : KFC Pocket of Persia Title : Alakazam's Fussy Girlfriend Duration : 30 sees Client: KFC Holdings Berhad Agency : BBDO Malaysia Sdn Bhd Creative Director: Paul Regan Art Director: Marvin Chan Copywriter: aeson Iskandar I Daniel Jones Language: Englishi BMI Mandarin Summary: To satisfy your mistress's desire won't be easy, and even magic tricks won't do it nowadays. You gotta have KFC's Pocket of Persia.

Company Name Unilever (M) Holdings Sdn Bhd Government Malaysia Procter & Gamble (P&G) Baba Products (M) Sdn Bhd KFC Holdings (M) Bhd Telekom Malaysia Berhad Celcom Malaysia Bhd Maxis Communications Bhd Nestle Malaysia Berhad Sara Lee (Malaysia) Sdn Bhd Total :

Unilever - Sahabat Pagi Anda (Lux, B/Colour, Sunsilk & F&L) BABAs - NTV7 - 1001 Rasa Dove - NTV7 Dinner Treat - Cheers For The Women Jasmine Super 5 Beras Wangi - TV3 - Motivasi Pagi Maxis Sunsilk Shampoo Range KFC Colonel Meal Grand Brilliance -Senario Lang Buana Dove Moisturising -Shampoo & Conditioner

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Brand: BlueHyppo.com Title : Relatives Duration : 30 sees Client: tmnet Sdn Bhd Agency: FCB Sdn Bhd Creative Director : PH Yap Art Director: Stephen Tan Copywriter: Amy Tan Language : BM Summary: Send an e-card to your family this Hari Raya.lt is easy, convenient, and it makes BlueHyppo very happy.

. Duration : 30 sees Client: Golden Arches Restaurants Sdn. Bhd Agency: Leo Burnett Advertising Sdn Bhd Creative Director: Yasmin Ahmad Art Director: Elmo Lee Copywriter: Malik Abdullah Language: English I BM I Chinese Summary: You want 100%, you want the real deal? Try McDonald 's then . Sure you will be loving it .

34j aDOI MARKEIINGCOMMUNICATIONS

Service Telecommunication Food (F&B) Convenience (F&B) Drink (F&B) House Supplies Automotive Fast Food (F&B) Media, Publisher

4915 3151 2965 2486 2075 1633 1471 1249 1016

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Movements

AdAsiaSideTrack

Four Royal Wedding Like

Tay Guan Hin, Leo Burnett Singapore creative director, MC2 / judge and Chairman of Singapore's Âˇ Creative Circle Awards (CCA) last ' year is now South East Asia Executive Creative Director for the Grey WorldWide based in Kuala Lumpur and Singapore. Adrian Miller returns to KL as Creative Director of Lowe & Partners Worldwide. Previous Creative Director Trevor Delaney leaves for South Africa by end January. Liza Karim of Big Tree leaves to join Tequila as PR Director this month. TNS Asia Pacific announced the following: James Hall Managing Director, Asia Pacific, John Smurthwaite Chairman, Asia Pacific, John Abraham Regional Director, Greater China, India, and the Philippines, and Automotive Sector, Debi Basu Regional Integration Director,Technology and Operations, Wyn Black Regional Director, Human Resources, Clive Little Regional Director South East Asia, and Branded Solutions, David Richardson Regional Director, Korea and Japan, Peter Robinson Regional Director, Finance.

Andy Greenaway, Group Chairman of Ogilvy & Mather Singapore has announced his intention to pursue a new marketing communications business venture, relinquishing his role as Group Chairman. And Sonal Dabral, Ogilvy Malaysia's MD and ECD joins as Ogilvy Advertising Singapore's Chairman and Executive Creative Director soon. CNBC has bolstered its sales and management team in the region with three key appointments: Monty Ghai as managing director for North Asia; Rajul Kulshreshtha as director of international sales; and Mitsuru Yamada as MD of Japan. Ghai was previously Turner International Asia vice-president, global client solutions; Kulshreshtha was MD of ZenithOptimedia in Jakarta; and Yamada was General Manager of Capcom.

Joyce Lim is now Regional Sales Director of Forbes responsible for advertising sales of Forbes, Forbes Global and Forbes local-language editions. She is also responsible for sponsorship of Forbes conferences and events in Asia. Joyce joined Forbes as a Circulation Director for Asia in July 2000, she oversees the growth of circulation of Forbes Global and setting up of the customer services and fulfillment system in Asia. MediaCorp appoints of James Yip as the Acting Chief Executive Officer of MediaCorp Radio. Mr Yip is currently the Senior Vice President of Sales/Market Development in MediaCorp Radio. Jamestakes over the Radio CEO role from Madam Chua Foo Yong who has relinquished her Radio appointment. She will retain her other appointment as CEO of MediaCorp TV and will concentrate her efforts in leading the TV team.

lan Creasey, 44, currently President of Lowe's Asia-Pacific region, moves to London to assume the previously unfilled role of Regional President, Europe/Middle East/ Africa. And Dentsu Young & Rubicam sheds its name to Young & Rubicam. An official anouncement is expected soon.

36j aDOIMARKETINGCOMMUNICATIONS

Parties and No Funerals (Happenings off the Agenda of Ad Asia 2003)

BY ABHIJEET DIJnA RAY

rani of Jaipur and yet another ex- Miss Universe, and some sampled playing horseback and elephant back polo, I sampled some amazing cuisine under the cool-crisp starry sky. The side A FRIEND from Sri Lanka, upon learning attraction of live telecast of an India-Australia that I had attended Ad Asia 2003 remarked one day, courtesy Star 1V was the only depressing that it was not an event for lesser mortals like element, needless to elaborate why. By the third day, I had adjusted to being him. Although said in jest, I look back at what transpired in the historic city of Jaipur, thoroughly pampered by the engaging speaking India - the venue of the most recent edition of stars and the continued parade of India's Ad Asia, and I cannot but help wondering if finest cuisines. I heard Roy Morgan (Research indeed the event was destined to be experienced Âˇ International), Rajat Gupta (McKinsey), Stefano Hatfield (Advertising Age), my ex-colleague by a few 'higher' mortals from our industry. OK, I accept that like any true son of the Jureepom Thaidumrong (Saatchi) among others, soil, I am perhaps somewhat (naturally) and then did the Dentsu do at the 5 Star Village inclined towards raving and hyperbole when Resort of Chokhi Dhani - about 20 km out of it comes to India, but right through the trip I city of Jaipur. The best entertainment was saved for the was consciously trying hard to remain objective, not the least because I was an Indonesian delegate. last evening. After listening to 'power' orators Accompanying the official agenda of the like Jack Trout (Author), Marcello Serpa congress was an entertainment plot hatched (Almap/BBOO), Jeff Goodby (Goodby Silverstein), by the organizers that contained no less than David Droga (Publicis), Tarsem Singh (Film four royal wedding like parties every evening Director), Santosh Desai (McCann) and Ogilvy' s at the close of each day's session- hosted by very own Piyush Pandey (next Chairman of Indian sponsors. I am being a tad unfair per- the Jury at Cannes), I was determined to haps, as I skipped the party hosted by next Ad celebrate having been enriched by so many Asia hosts Singapore, to attend a private out great speakers in such a -short span of time. of town party hosted by the brand new We were transported to the Gold Palace and Resorts, a modem date fortress in the middle Dentsu India. The welcome dinner was hosted by the of nowhere, where I concentrated on the most King and Queen of Jaipur at the City Palace, luscious of kebabs and fine wines while and the food and entertainment offered was devouring my favourite Indian Rock band perhaps no less than what would have been 'Euphoria', and nubile nymphets who modoffered at a royal wedding. The delegates eled Ritu Kumar designed ethnic chic on the were welcomed by an ex-Miss World and catwalk. There was 'Hollywood Jazz' - song enthralled by the leading percussionist of the and dance from the Shiamak Davar and this troops. The only sour spot of the evening for land - Sivamani. After an absorbing first day's session me was, ironically provided by a man called featuring the likes of Amitabh Bacchan Shah Rukh Khan, the reigning Hollywood star (Hollywood superstar), CK Prahlad (University -who came in and gave a meaningless speech of Michigan Business School), Ricardo Semier about how he would have preferred to have (Semco), Tim Lindsay (Lowe), Irwin Gotlieb sex instead of addressing us, or something to (Mindshare) and Sergio Zyman (Zyman Marketing), that effect ! On the flight back to Jakarta, I asked fellow the evening bash moved to the exquisite Rambagh Palace, where I stumbled across wave after ad man from Pratama about this reactions. I wave of delegates from all participating countries was not alone in my assessment. Showing me taking in the Hollywood style entertainment snapshots of the Indonesian delegation posing production, aptly lubricated by free flowing in front of the majestic Thj Mahal (a memorable champagn courtesy Chateau Indage. The fireworks side trip) .... said that he was already making plans lasted what seemed like forever and I daresay to head back to explore more of Rajasthan. came close to what is seen over the Hong During the stop over at the second most favourite Kong Harbour during the Chinese New Year airport in SE Asia - Bangkok, I had a chance to reflect, and wondered what Singapore might Celebrations. The second day's session continued to have to do to outdo India when they play host enthrall with a line up of luminary speakers to Ad Asia 2005. The Sentosa Island, Lau Pat Sat and Night such as Scott Bedbury(Author) Ian Batey (Emertitus Batey), Mukesh Ambani (Reliance Safari are great, but they alone may not quite Group) and Kumar Mangalam Birla (Aditya be enough. Perhaps they might consider Birla Group), the festivities of the evening was shipping all the delegates out to the sea for a staged at the Rambagh Golf and Polo Club. dinner cruise?! Who knows, but I sure wish While the guests got a chance to see the Maha- them luck!@ Technical Advisor, Strategic Planning Ogilvy Indonesia

Jaipur, India. Nov 10 - 14, 2003.

â€˘

s1a

Battle of the turbans! Ham goes head on with Piyush Pandey, Chairman Ogilvy India!

Rajat Gupta from McKinsey gave a slick presentation on Asian companies competing globally

Piyush Pandey with his buddies party all night

Eleanor Modesto, Technical Advisor, Lowe lndonesiasurely enjoyed herselfwith guest and turbanned stranger

Adasia participantswere privileged to have dinner with the Maharaja and Maharani ofJaipur

Jeff Goodby and turbanned stranger go elephant riding

Abhijeet, Ogillvy lndonesia(extreme right) catching up with his hometown boys!

Borhan, (far left) and Louis(far right) of AMP hangout with friends at the coolest bar in Jaipur - Tablu!!

Rodney, CEO ADO/Indonesia does a pose with Ajit Ramakrishnan, Creative Director of Cowboy Advertising

Bhaskar Rao, Area Director SEAsia & CEO has a good laugh with the turbanned stranger

Saatchi & Saatchi Bangkok Jureeporn with boss

aOOIMARKEIINGCOMMUNICATIONS 137

Opinion BY MICHAEL NEWMAN LAST month I wrote about the possibility of identifying some of the irrefutable, immutable Laws of successful advertising. Trouble is, each of these Laws has a natural nemesis, a matching 'Crime' they seek to address. For example, layers of indecision-makers, armies of no-men, constant changes of direction and glacial approval processes are guilty of marring, distracting and diluting The Law of Simplicity. In my experience, even the world's top advertising people spend most of their time not so much practising and refining the Laws of great advertising, but rather attending to the problems caused by the perpetrators of Crimes against' good advertising. Here are 10 random Crimes that come to mind immediately. 1. The Crime of Research Anita Roddick, founder of The Body Shop, once described research as being "like looking in the rear-view mirror of a fast-moving car." More profitable ideas have died, needlessly, due to the mindless, scorekeeping-use of concept research than any other weapon. Research and destroy. Pre-testing advertising concepts often turns potent magic into patent rubbish. Most methods make the inhuman assumption that what people say and what they do is somehow the same thing. Let's face it, if research worked, Hollywood would never fail. (In realty, fewer than 6 out of 10 movies make money, and Hollywood's ROI is between 4% to 5%so you could argue they'd be better off putting their money in a bank account.)

2. The Crime of Logic Most advertisers are preoccupied with finding the logically right answer, instead of the emotionally real answer. The problem is that advertising creativity isn't a linear process, by definition; so all the logic and cognitive analysis that has led to th~ moment when the brief is handed over to the creative people is often of limited use. Real people aren't thinking that hard when they look at advertising, and neither should you. The heart tells you if you have been touched, made to laugh or cry, or whether the idea is hackneyed, empty or dull. 3. The Crime of Familiarity Familiarity breeds inertia Familiarity breeds contempt. And it repeats cliches. Yet clients still demand: "Please give me something like blah-blah-blah .. ." Problem is, when blah-blah-blah was done originally, there was nothing like it at all. That's likely why it worked in the first place. Rid yourself of any preconceptions of how the solution should look. Most ads

381 aDOJ MARKE11NGCOMMUNICATIONS

10 Irrefutable Crimes against Advertising {Riat Always Violate Profits) blend in because they are based on previous experience; traditional wisdom is too traditional. Ambiguity and surprise are what force our interest.

4. The Crime of Self Importance There's an apocryphal story about a U.S. 1V executive who admitted: "We make programs for the people we fly over." The same high handedness infects many major marketers. Mass-market advertising used to bombard, push, and solicit. Now it must attract. Seduce. Engage. Big brands that relied on big budgets and massive distribution must learn that the customer is now behind the wheel. Your monologue is over. You shouldn't be trying to teach people fact.s about your product; you should be trying to create an emotional belief about your product. People want to know about their beautiful flowers, not about the phosphate levels in your manure. 5. The Crime against Humanity Advertising often inhabits its own world of glossy, over-polished, buffed, idealised and unrealistic achievement. It's just so 'cheesy. As the world become more commercial, there's an increased yearning for authenticity, human scale, slow food, reading groups, natural fibres and organic vegetables. The paying public want to see advertising that is more empathetic. It's about having the intellectual honesty to be more realistic. 6. The Crime of Atheism Non-believers repent; advertising works like magic. If you don't believe in advertising's transformational power, then you won't make effective advertising; so why then are you incurring its cost? One of the reasons advertising isn't as good as it should be, is that not enough marketers truly believe in its efficacy. This inevitably leads to short term imperatives taking precedence over (ultimately more profitable) brand building.If your goal is to create belief in your brand, then start by believing nothing is impossible.

of Strangulation by Data Advertisers are avalanched with data and yet increasingly starved of understanding, connection, magnetism and humanity. Data is not knowledge. Knowledge is not necessarily insight. And insight is not yet an idea. 7. The Crime

The problem is rarely a failure of information, but of receptivity, a failure of ideology even . There is a pathology of measurement in today's advertising departments, an obsession with reducing all things to a set of "objective" numbers. Advertising, however, is incitement. It's the tone, the style, the charm, the presentation, and the timing that's effective. It's more manner than matter. Or data.

8. Crime of Interference This is the insanity of barking when you have a dog. Yes, advertising is a 'collaborative art'; but that's not the same thing as decisions made by committee. Advertising is a nervous industry, like Hollywood. I understand the producer of the Scream movie wanted to shoot seven alternative masks to the scream mask.

of the Pitch The new business pitch is perhaps the most abused of all the entrenched processes in the industry. Many agencies resent them; after all, do the same clien~s get accountants to pitch for every project? Do they get roomfuls of different law firms to present alternative defences for court cases? Giving out free ideas and strategy in creative pitches is a drain on agency resources and morale. Often it's little more than a stretched-out process of the client experimenting with marketing strategy or reinforcing a master/slave relationship with their agencies. Fear is a lousy climate in which to grow great work. 9. The Crime

10. The Crime of Commoditization of the creative productÂˇ Years of wheeling dealing and creative price-cutting by agencies have devalued their ideas. "If you eliminate creative as a discriminator between agencies, network groups can sell bundled-up services at a discount price," pointed out Lord Saatchi in a recent interview, "network groups have a vested interest ... (in wanting) creative to become a commodity." But creativity is the essence of advertising salesmanship. An idea like "Think different" written on a pad dramatically changes the value of that piece of paper. ~ Michael Newman 1s author of Creat1ve Leaps (John Wiley & Sons, 2003)

Big Event

BRANCHES UP NORTH WITH RIGHTS TO ISLAND PLAZA

From left: Nita, Kenneth (Senior Business Unit Head), Angie, Khairi/, Tommy, Suridah (CEO) and Mohammad Azlan (GM)

Suridah Ja/a/uddin and Ng Chee Kheong

WITH the launching of its retail panels in Penang' s popular shopping haven, Island Plaza, Big Tree, in keeping with its name, is successfully spreading its branches far and wide. Big Tree holds the exclusive rights for the outdoor and retail advertising concession in Island Plaza, an established retail development situated close to the famed tourist strip of Batu Ferringhi. "The new addition of Island Plaza to Big Tree's existing retail portfolio means that Big Tree enables clients to access the affluent Penang market through a variety of formats;,, said its Chief Executive Officer, Suridah Jalaluddin. Situated in one of Penang' s most exclusive residential enclaves, Island Plaza's demographics are amongst the most affluent in Penang, seeing an average of 240,000 visitors monthly with an average of 15,000 visitors on weekends. Research shows that in Penang, the average monthly household income is about RMlO,OOO. Visitors' profile comprises affluent locals, expatriates and tourists. Its strategic location and unique retail mix acts a 'pull' factor to visitors. Island Plaza has a niche positioning in the Penang retail market as a trendy and fashionable shopping centre that caters to the higher income level shoppers. "Since our opening in 1996, we have grown from strength to strength, establishing a reputation as an exciting, lifestyle destination centre that is a favourite with the rich and famous in

of Island Plaza", added Ho, who is also the Managing Director of Belleview Group, the developer of Island Plaza. Belleview Group established in 1984 is best known for its many quality projects, which span the full spectrum of property development. Big Tree's first entry into retail advertising was launched at the Kuala Lumpur City Centre (KLCC) in 2002, South-east Asia's premium retail development. This has received overwhelming response (with lOOo/o occupancy) from advertisers particularly from the FMCGs, beauty, lifestyle and auto sectors. At Island Plaza, Big Tree offers advertisers the opportunity to deliver a retail message at the point of purchase with a variety of internal lightboxes ranging in size. These retaillightboxes are strategically positioned at the car park lift lobby areas leading into the shopping centre and at strategic locations on every retail floor within Island Plaza. Ambient media is also available giving that point of difference with escalator, floor and pillar graphics. Externally, advertisers can also attract the attention of motorists and pedestrians with vibrant wall banners on the building's fa<;:ade. Big Tree Outdoor Sdn Bhd which was incorporated in 1994, is a dedicated out-of-home company specialising in expressway, transportation and retail outdoor advertising concession management. ~

40j aDOIMARKE11NGCOMMUNICATIONS

Penang," said Mr. Sonny Ho, Managing Director of Island Plaza.

Ng Chee Kheong with Henry Tan (Mindshare)

Mohammad Azlan (GM of BTO) with Engene Tan (Director of Belleview Group) Âˇ~. the recent addition of many new international brands and outlets to our impressive tenants' list has further strengthened this reputation and will guarantee the continued success

Restaurant & Bar

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clear on number of seats and Pricing. Gurtej Singh Consumers know a good deal when they see one. If Air Asia passengers don't complain why should others. Adi Satria

This month we have dedicated this space to a selection of SMSes and letters sent to us about the media fuss created over the Air Asia press ads. Having said that, one constructive suggestion was that AirAsia should indicate how many seats are offered at their special lowest price and once the seats have been taken up the ads should cease promoting them. Anyway, till press time, we cannot confirm if this has been missing from their ads. Here some excerpts....

We've seen many basement bargain airlines do it, and why not Air Asia. Ryan Air (http://www.ryanair.com) has packages from 99pence. The concept of a no-frills budget air-

SfUIIYfiiE CODE OF AllfiSIIISM PIIAC1ICE

Advertisers and media owners are bound to follow the Code of Advertising Practice. By observing it, agencies will prevent most disputes and suspensions from occurring.

line has been a global trend. Best of all the ads have been running for such a long time, why wasn't it brought up sooner? GaryTay Nothing wrong, so long as they delivered the 30% of sales for promotion. Maybe it is a good opportunity to do an audit. John D Silva It's a free market economy, nothing wrong with the ads. Dinesh Sandhu Fliers know what they are getting. Ads are

TELL A Clllfi'LE1f STORY

Don't be evasive. Omission or suppression of product information that the purchaser would want to know can be just as misleading and dishonest as telling outright lies.

BE PIIEPAIIED

Superlative adjectives should not be used in ads unless it is clearly stated in which way the product is superior and on what specific facts such claims can be justified.

f.I,JenCf executives may, unwittingly, receive misleading information from their clients. Always ask the client for convincing proof of extravagant claims of superiority.

There is a suitable time and place for almost any kind of product to be shown. Don't place advertising in media whose audience may deem the ad or product to be offensive.

The Code of Advertising Practice is serious. Finding smart ways to follow them to the letter while not abiding by the spirit of their intent will only invite more rigorous controls.

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THE American Advertising Federation (AAF) has named seven accomplished young executives from all segments of the industry to its esteemed Advertising Hall of Achievement. This year marks the lOth anniversary of the awards, which honour industry professionals aged 40 and younger who are making a significant impact on the industry through their leadership, career achievements and inspiring personal achievements. This year's recipients were selected from a field of 33 nominees, and were honoured at a luncheon celebration on November 18 at the historic Waldorf Astoria hotel in New York City. The 2003 Advertising Hall of Achievement lriductees are; David Droga, global executive creative director, Publids, Kathy Delaney, managing partner & executive creative director, Deutsch, Inc., Susan Mboya, associate director American multicultural business develL· opment, Procter & Gamble, John Osborn, EVP, director of integrated marketing, BBDO North America -.and worldwide account director, BBDO New Yor , St~J:ien Pasierb, president & CEO, Partnership for a brug~Free America, Michael Sands, chief marketing officer, Snappie Beverage Group and Mott' s Inc., Christopher Schroeder, CEO & publisher, Washingtonpost. • Newsweek Interactive. .· "You want perfect examples of how youihful enthusiasm and boundless talent can drive a business? Look no further than this year's remarkable line up of Advertising Hall of Achievement inductees," said AAF President & CEO Wally Snyder. "As we celebrate the lOth anniversary of the awards, we honour these extraordinary talents who are revolutionizing the ad industry." ~ ..

African

ASA

SAFETY CIJIISCIOIJS

Be socially responsible. Don't show young children in potentially hazardous situations, or behaviour that may lead people into taking risks e.g. high speed driving.

Not everyone is as broad-minded as you are. In a nation of many minorities, if unsure, play it safe. Get opinions from a knowledgeable cross-section of the community.

MATCH THE MEDIUM TO THE IIESSA6E

CHECK rDIIII CUEIIT'S CLAIM

BE SEIISITIVE TO MIIIOIII1Y ATmiiDES

DROGA AMONGST THESEVEN HONOURED

Never make a claim of superiority for a product or a service unless you can immediately supply factual information to substantiate it to ASA if challenged.

The issue of pricing has been twisted to give the impression of Air Asia,s dishonesty. I would understand if many of us were initially confused over their pricing system, but those who now choose to fly with Air Asia are familiar with their pricing structure. The ads are not . misleading. Even the fine print is perfectly legible (compared to those of property ads) and clearly states that tickets are subject to availability and are not inclusive of taxes. And if you book online, you will be informed of the extra charges. No surprise bills. f Joelynn Chin

WITH Sl/BSTAN11ATIOII

4 .: =s DON'TUSE

I see nothing wrong with the ads. Very similar to most supermarket ads. Louis Foo

DOII'T TRY TD BE

TOO CLEVER WITH 1IIE RULES The Code of Advertising Practice states that •Advertisements shall not attack or discredit other products, advertisers or advertisements directly or by implication". Offending ads will be rejected by all major media owners in Malaysia.

ADVERTISING STANDARDS AliTHORITY MALAYSIA

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