Adoi Malaysia 2005 July Issue

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REGIONAL CEO Harmandar Singh aka Ham ham@pop.jaring.my REGIONAL EDITOR Dean Johns dean@ham.com.my EDITOR Monica Wong monica@ham.com.my CONTRIBUTORS Nick Wreden Simon Beaumont ART DIRECTION/ DESIGN TM Ali Basir ali@ham.com.my Amirul Hafiz ©Faisal amirul@ham.com.my WRITER/MARKETING Vidhya vidhya@ham.com.my PHOTOGRAPHER David Lok PRINTER Infocus Printing Sdn Bhd Tel: 03-8945 4966 Fax: 03-8943 9158 DISTRIBUTION Five E-Comm Sdn Bhd ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia.

A recent celebration of creative excellence organised by 4As brought together winners of all the international prestigious awards this year. Great works have been created and they have once again made Malaysia proud. Jennifer Chan, 4As council in charge of creative excellence proudly said that our local ad industry is fast building up a reputation for cre­ ativity in the global arena. She then announced that 4As has allo­ cated RM120,000 to send the winning team (comprising of 2 agency reps and a client rep) of "Kancils Best of the Best" to Cannes next year! Plus, the win­ ning works of the Gold Kancil this year, would be offered subsidies to enter either D & AD, Cannes or One Show. Now, that should give The showdown of lionsand pencil creatives more incentive to work one. Hence I believe that this matter can be resolved if we even harder for a win. would only unite and allow the voice of the industry, 4As to On a more serious note, I would like to refer to the arti­ speak on our behalf. Let them bring this matter to the high­ cle on MIM in our June centrespread. This is an issue that est form of debate, at ministerial levels, for a final judge­ evoked much emotion as it affects many of us in the indus­ ment. I do hope to see closure to the MIM matter that had try. In response to that, I have received 15 emails / letters haunted many for years. expressing their opinion. It seems to me that we are just talking amongst ourselves. Some suggest that MIM should be abolished and others describing in explicit details on Regards, why it needs to remain. The boat has been rocked long enough, beating against each other. It is time that this issue is brought up to the Ministers and let our leaders decide which diplomatic (or drastic) steps are best taken. The cre­ ative guys have proven that outstanding excellence can be achieved for our industry, for our country when united as

WHAT'S H ijT

Tel: 603-7726 2588 Fax: 603-7722 5712

IN THIS ISSUE

HIGHLIGHTS 10

Wise Advice: Ask Simon

12

Nick Wreden: Personal Brand

EXCLUSIVE INTERVIEW Member of

06

Piyush Gupta: A Wealth of Good Citizenship

& Audit Bureau of Circulations

© All rights reserved by Sledgeham­ mer Communications (M) Sdn. Bhd. No part of this magazine may be reproduced in any form without prior permission in writing from the pub­ lisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher and the editor assume no responsibility for errors or omissions or for any consequences of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsi­ bility of the advertisers.

SPECIALS 14

MSA Awards: Shining Media Stars

18

World Beater: D&AD Dazed

22

DMAM Goes Public

25

Cannes Lions 2005

32

Conjurors of Humour

38

The Combination of Ideas

40

PMAA Awards: Pepsi India Wins "Best in Asia"

43

Tourism Malaysia: Selected Agencies Truly Amazing!

48

Put Your Money Where Your Mouth Is

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A Wealth of Good Citizenship •BY THE HAMMER

It was our photographer who asked the most obvious if naive question: why are we featuring a banker on the cover of an ad mag­ azine? And we gave him a simple - and what he may have considered simplistic - answer: because we cover not just advertising, but every aspect of marketing. And half the ad/marketing community consists of clients. Our photographer, like many other peo­ ple, was clearly not aware that more than 50% of ADOI's readers are the management and staff of companies that rank in the top 200 AdEx tahio Visit any good-sized client organization and chances are you'll see a copy of ADOI in reception or in various offices. So if we only ever talked to and about advertising and marketing people we'd only be covering half of our industry. Besides, talk­ ing to clients can be most enlightening. And Citibank's Piyush Gupta is as enlightened as they get Because as credentials, experi­ ence and track-record go, he has it all: a degree in Economics from St. Stephens College, Delhi University and a Masters degree in Business Administration from the stellar Indian Institute of Management in Ahmedabad, India. He is a Board member of the Ameri­ can Malaysian Chamber of Commerce, the Corporate Malaysia Roundtable, the International School of Kuala Lumpur and a Coun­ cil member of the Association of Banks in Malaysia. In 1982, when presented with a choice of a career in advertising with Redifusion or to enter the corporate world with Citibank, he made an opportune decision to bank on the latter. And, as they say, the rest is history. PIYUSH began his career in Citibank India in 1982, and held various posi­ tions in India, Singapore and Indonesia. In 1995, he became Head of Strate­ gic Planning for Citibank's Emerging Markets Group, based in London. He next held the position of Managing Director for Transaction Services for the Asia-Pacific region; Citibank was named the "best cash management bank in Asia" four years in a row under his leadership. He was appointed the Country Corporate Officer for Citibank Indonesia from 1998 to 2000, during which period he served as a member of the Indonesian Government's Debt Restructuring Committee as well as Chairman of the Foreign Banks' Associ­ ation. In 2000/01, he took a year off from Citibank to set up an Internet com­ pany in India in partnership with Chase Capital Partners and the Hindustan Times group. He returned toCitibank in 2001 as the Regional Head of Acqui­ sitions and Internet Businesses for Citibank's Corporate Banking Group in the Asia-Pacific region. He was appointed Citigroup Country Officer and Chief Executive Officer of Citibank Berhad in October 2002. When Malaysians think Citibank, they think credit cards... Well we pioneered the credit card business in Malaysia and at one time had over 30% market share. So it's natural that people associate us with credit cards. However, the fact is that we have a US$10 billion balance sheet, of which cards is less than 10%. We are the 7th largest banking group, and deal with all segments - individuals to corporations and even the Government. Our home loans services are bigger than our cards busi­ ness; we are also a leader in wealth management, cash management and treasury services. Citibank is considered a big spender in advertising.... It is time that we advertise extensively, because we believe that we have to think in the same terms as the Unilevers and P&Gs of this world. However, advertising is only part of the total picture. The products, service, the look and feel of the Citibank experience must embody what we stand for. Marketing supplements and complements how we work. Our campaign has always been the 'Citi never Sleeps', this shows we are always there for people, because we care. Now in the US, we widely use the term 'Live Richly'. We aim to provide people with a full and bal­ anced life - not just limited to work and money. Our role is to help people have a richer life.

INGCOMMUNICATIONS

What sets you apart from other banks? Well, obviously our size (#1 in the world) and our globality! But cultural­ ly, we are renowned for our innovative environment, our market driven cul­ ture and our excellent training. We encourage innovation, we give people elbow room to strive for personal success and growth, therefore the exten­ sive and elaborate trainings we provide. We allow peopleto regard their work as a personal business. That is why we accept and do not take suggestions lightly, and hence are known for our innovation. We encourage growth and try to get the best out of people. It would seem like we are the University of Banking. People are self-driven here and wetry to balance a hard driven cap­ italistic innovative self driven culture with growth to bring out their potential. Consequently, we build a culture to share responsibility with our employees, clients and the franchise. Tell me more about Wealth Management (not that I'm wealthy enough to need it).... As economies develop and per capita incomes grow, there is a new and large segment of customers being created. People refer to this as the Mass Affluent, or the Emerging Wealthy. These are people who have reached the stage of putting away some reasonable savings, but are not equipped ade­ quately in respect of maximizing the returns from these savings. In today's world, the options are infinite - bank deposits, shares, bonds, derivatives, currencies, property. What should they invest in? High or low risk? Domes­ tic or offshore? It needs a set of professionals to help these people under­ stand their financial situation, and chart a road map to help build their wealth further. But it is not just about selling products, it's about understanding needs and satisfying these needs. People need to know how to manage this wealth. No matter how smart some people are, the proper handling of money could still be alien to them. They need professionals to help them think through: income, expenses, their lifestyles, number of kids and appropriate allocation for investments and sav­ ings. They need to know how to allocate portfolios and get the best mix of returns. People need help, and weare here to provide it. There are big oppor­ tunities for people to grow their wealth. Malaysia is a high-saving economy, but the bulk goes to EPF. That may have been sufficient before but now that Malaysians are paid higher, they are looking at mutual funds and insurances locally and internationally. The differ-

"Advertising is only part of the total picture. The products service, the look and feel of the Citibank experience must embody what we stand for. Marketing supplements and complements how we work"

CoverStory to reinforce our image as lead­ ers in terms of service, ideas and innovation. We want to be your window to the world of banking and our globality makes that difference. If Citibank were a film star, who would it be? Clint Eastwood. Strong and reliable, evolving overtime, con­ stantly raising the bar, versatile and flexible. Can handle action but is rooted in strong emotions.

•j

ence is to plan what opportunity to take and what other options are available, and how to garner that, combine the right mix into a portfolio to serve one best.

/ ' -

•••.•

"Clint Eastwood. Strong and reliable, evolving over time, constantly raising the bar, versatile and flexible. Can handle action but is rooted in strong emotions"

People often talk about unpegging the Ringgit.... There are pros and cons in this argu­ ment. Clearly, a pegged currency has proven excellent for us over the past 8 years. It provides stability to businessmen, and protects our economy from global whip lashing. On the other hand, it also eliminates one policy instrument for the Central Bank. There is a view among some people that the Ringgit is undervalued thus causing some items like foreign travel, education and imported goods to be more expensive for Malaysians. Another factor driving the debate is the - Piyush desire of investors to taken an investment view. Many investors believe that the Ring­ git will revalue - thus providing them handsome gains if they carry a posi­ tion. However, I don't personally see a repegging happening anytime soon.

Do you see the future of bank­ ing in online services? Our branch limitations in Malaysia force us to reach out and be diversified in our set of distribution channels. Be it mobile phones, online, reaching our customers in whatever way that we can. We have a strong belief that online and mobile banking are important avenues of reaching our consumers. One of the highest concentra­ tion of online banking is in Asia. People have moved their banking activities almost 20% from the real world to a virtual one, these include cred­ it card applications, electronic transfers, even enquiries. Our initial online activities focused on pro­ viding information; now the rate of online trans­ actions has reached an impressive growth. This too will be the case for mobiles soon. The next two to three years is definitely the mobile phase.

Are we witnessing the death of the paper cheque? I would say the cheque stays for now but it is simply a matter of time. The Euro­ peans were never comfortable with cheques. The US however, are big cheque and online users. Cheque users are decreasing steadily. But look at our aspiration for a paperless office: most corporations would agree that it had gone the opposite direction. It has result­ Gupta ed in even more printed paper than before. Another case would be converting consumers to a cash-less society, where money gets converted electronically. This may happen in a very distant future; not in our lifetime.

Has Citibank been concentrating on the female market? That is the power of segmentation, it is not homogenous - even in finan­ cial markets. The buying needs of women are as different as those of youth or men. Our advantage is the understanding of these segments. With insights, we are able to deliver the right product to the right person, regard­ less of gender. For example, by understanding the needs of youth, we launched the clear card. The success was tremendous and proves that our insight works. Female needs are different, and we constantly unravel new insights in understanding them better.

Is Citibank involved in the arts and community services? It is our responsibility to the society, the community and our franchise to do so. We are an international bank. The reason I feel we have the right to operate in every country is not because of the permission granted by governing bodies, but a license from the civil society. So it is our duty to build the community and participate in its betterment. We are very much involved in many activities, especially education - specifically Financial Education. We want to create a richer and fuller society.

Can you articulate Citibank's image of American sophistication and efficiency in terms of consumer expectations? People like to build relationships with their financial providers. Our brand image is of Premium Quality: We are the BMW of banking. We want

Where do you see Citibank's position in the Malaysian banking land­ scape two years from now? We will continue to be a dominant player, with a bigger geographic foot­ print and a broader range of business, especially in wealth management.

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UPCOMING ADOI WORKSHOPS

For details email: jmt@ham.com.my

AUGUST 2005 22nd

Direct Marketing

24th

Art Direction

ISIMON BEAUMONT simonbeaumont@email.com

SEPTEMBER 2005 8th

Strategic Media Thinking

22nd

Interactive Marketing

OCTOBER 2005 6th 27th

Ideas &TVC Strategic Brand Planning

NOVEMBER 2005 10th

Copywriting

DECEMBER 2005 8th 15th

Presentation Skills Art Direction Workshops

EVENTS JULY 21ST 2005 Power Suits Awards JULY 27™ 2005 ADOI Marketing To Women Mandarin Oriental AUG 4™ 2005 4As Brand Management Lecture By James Best, Chairman of DDB Europe AUG 25TH 2005 MC2 Recharge Seminar SEPT 16TH 2005 ADOI Adrenaline Student Creative Awards SEPT 30™2005 Malaysian Creative Circle (MC2) Awards Night NOV 15-17™2005 AD: Tech Shanghai, Shanghai International Convertion Centre, Rep. China Log on http://www.ad-techshanghai.com/ NOV 18" 2005 Kancil Awards NOV 20™ 23™ 2005 AdAsia, Singapore

were talking and he told me that he also Dear Si, has developed feeling for me! But so far 6 months ago I joined my Agency as an I haven't told him. He told me his wife is Account Servicing Executive. The work is fat even after confinement and no longer hard but I enjoy my work colleagues who has relations with him. I really like this treat me nicely even though I am a new guy and I think I love him but I know that freshie and have only left college. My boss this is all totally totally wrong!! But still I is also nice and a 'really cool' guy and I want him!!!! I want to win his heart but respect his opinion. My problem is that I my career is also important. I don't love have developed 'feelings' for my boss who my boyfriend and my boss says his wife is very hardworking and try to be a good is a bitch. husband and family man. (He also looks like Chinese Richard Gere!!!) We often­ 'Kitten' times work late on our client's account and sometimes he will drive me to my par­ Dear Kitten, ent's house or to teh tarik first. During this Office romances can be exciting and time we have become 'firm friends'. even beautiful, but this one smells like big Then last month we came second dur­ trouble. There is a high probability that your ing pitching for a new account and the boss is just lonely, horny and confused (not MD took the team to belanja drinks and uncommon in the period just after childbirth) go to karaoke. Of course we had a blast and that you are giddy with the excitement of man!!!! (Adfolks really know how to your first job. Tell him that you cannot party!!!!!!!) Later afterwards some wanted explore your feelings further because he is to go to Zouk and because we didn't have married and your superior. enough cars we all went in one car so of If you decide you cannot be strong then course we all have to squeeze to fit at least go slow. Playing for the affections of inside. My boss was sitting in the back a married man is a high stakes business. It is and I quickly jumped in his lap because risky for him, his wife, his child and you. really I have a crush on him. I know this is Change teams or change jobs, which will at bad Simon but I was redfaced and I am least get rid of one complication, and let him just being truthful. sort out his personal life before you become Also I know that this is what he wanted involved. If this is true love, it will wait a little. because of how he was gatal in the KTV My suggestion, however, is that you do lounge. In the car going on the way to yourself, your boss and your career a favour Zouk he was actually a 'perfect gentle­ and check out the cute boys in creative. man' and in Zouk we danced only and talked outside. But then the next day I Be careful Kitty! could see something different in his eyes. Si Now he is always looking at me. Then after working late (2 or 3) he asked to take P.S. Show your boyfriend a little courtesy, if me to my boyfriend's place (even though it not respect, and end that relationship. It is far from his place) and on the way we makes you look like a thoughtless slut. stopped at the mamak stalls. There we

ADOI's AdFest screening @ Bojangles, had over 800 eyes glued to the tv and hands glued on Adoi! Love our magazine? Just pick up your phone today and call Angie, ask her about subscnption. And she will respond to your request at the speed of light! That's how fast we are growing! Call: +603 7726 2588 Don't be redundant in our industry! Get your own copy now.

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Starting 5th July 2005

Tuesday, 10.30pm

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•BY NICK WREDEN nick@fusionbrand.com WORK hard, dress sharp, come up with killer ideas and don't anger any clients. Sounds like a sure-fire formula for career success, doesn't it? Well, perhaps. Anyone who has done all the work while oth­ ers get the credit, been passed over for work on a glory account, got a pat on the back instead of a raise or had great ideas erased from a whiteboard knows that it is not as simple as we once believed. While the usual words about "sharing," "partnership," "letting everybody achieve their full potential" sound nice on a Web site, the reality is that almost any agency is as political as any Putrajaya session. So how do you get ahead, or at least ensure that you survive for at least a few more paychecks after a client loss? The answer to that starts with another ques­ tion: Do others see you as you see yourself? The answer is critical, because the answer affects pro­ motion, influence, visibility and creative impact. How others see you has been captured in the term "personal branding." Essentially, the term reflects the need to manage the perceptions of our reputation, character and personality in much the same way that firms manage their products. How

can you be expected to manage a client's brand if you can't manage your own? Some steps to build your personal brand: Start with a personal audit: Before embarking on any branding activity, companies often conduct a brand audit. Such brand audits point out strengths and weaknesses, and provide a benchmark for future evaluations. A personal audit can start by asking those near you for an assessment of everything from person­ al appearance to communications skills. Some questions to ask include, "in what ways can I help you do a better job?", "if you were going to write a recommendation for me, what would you say?", "what have you heard others saying about me?", and "what areas do I need to work on?" Talk to people above and below you on the career ladder for a complete picture. Set a direction: Once the brand audit is com­ pleted, track the results against your future goals and objectives. Did the brand audit reveal areas that need to be worked on to achieve your goals? In a competitive market, a key branding tenet is to emphasize your strengths and achieve parity with the competition where you are weak. Are classes or other education required, or can you improve a

skill like writing, design, or the most overlooked agency skill, project management? Service is your brand: Just as a corporate brand is primarily shaped more by the service and quality received, much of our personal brand depends on how much we help others. Volunteer work and other aspects of personal giving will always be important. Such help extends to others in your office, ranging from short-term projects to long-term mentoring. Pay attention to details: Your personal brand is much more than your CV. It is how you answer the phone, how sincerely you thank others, the lack of errors in your emails, how you dress and even the quality of your creative. And just as a corporate brand is damaged when it makes promises that it cannot keep, your personal brand is wounded if you don't fulfill your commitments. Improve your visibility: Many think, "my work speaks for itself." Yes, it does, but in today's 3-seconds-of-fame world, where attention is the scarcest resource of all, that work has all the impact of a whisper at an F1 race. Practice the art of self-promotion. Let everyone know when you win an award, spearhead an event or speak at a conference. Just as many companies have prospered by managing their brands with an eye toward strengthening relationships and long-term gain, your career and personal life can also prosper by developing, supporting and promoting a personal brand that reflects the unique value you offer. Nick Wreden is managing director of FusionBrand,a brand consul­ tancy inKuala Lumpur.His latest book,ProfitBrand: How to Increase the Profitability,Accountability and Sustainability of Brands, will be out in July. Contact Nick at nick@fusionbrand.com.

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The Kuala Lumpur Convention Centre is equipped with data network systems, wireless LAN, broadband, 3G telecommunications, electronic voting systems, data projection, AV production and editing facilities. (We've got big, fat markers and layout pads too.)

The gigantic Kuala Lumpur Convention Centre opens its doors to the world. Easily accessible in the KLCC precinct, one of the world's most advanced, purpose-built meeting and exhibition centre promises to be the perfect venue for any event, big or small. Even if you aren't tech-savvy. To know all about it, visit www.klccconventioncentre.com or call (603) 2333 2888.

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Two Auditoria catering • 3G

MSAAwards'05

Stars tive Chairman, Carat Media Services ; Paul Corrigan, CEO Starcom Mediavest Group; Henry Tan, CEO, MindShare Malaysia; Pat Wahid, Director, Advertising Sales & Marketing, The New Straits Times ; C K Tan, CEO Star Rfm and Navonil Roy, GM Creative Marketing Group, Sistem Television Malaysia. Representing advertisers was a group of judges including Khoo Kar Khoon, Communication Channels & Events Manager, Nestle; Tay Ai Leen, Region Media Man­ ager, Coca-Cola and Bharat Avalani, Marketing Services Manager, Unilever. Submissions were judged on strategic communication solution (40%), role of the selected media (20%), use of creative materials (20%) and key results (20%). The jewel of the crown, the Grand Prix, was awarded to Starcom Mediavest which impressed the juries with its work for P & G and Malaysia Airlines, earning 28 points with three Gold, three Bronze and all metals, (a Gold, Silver and Bronze) for the Best Integrated Media Campaign. They naturally deserved the title Agency of the Year. MindShare came next with 16 points or two Gold, four Silver and two Bronze. Not too far behind came Carat, which chalked-up 16 points or four Gold and one Bronze, plus a tie for Gold with Starcom Mediavest in W\ndSW'

e

"MALAYSIA has a unique position in that it is a cultural melting pot, and it is fundamentally from this richness that our industry grows and flour­ ishes. Inspiration, ideas and creativity are some of the key elements that we can be proud of, and these awards have been designed specifical­ ly to recognise talents that shape and abound in our industry." These are the words of Margaret Lim, President Media Specialists Association (MSA) at the inauguration of the first Malaysian Media Awards recently. For years we have raised standards of competition and acknowledgement of achievements with the Kancils and Malaysian Creative Circle for creativity, Powersuits Awards for suits, Adrenaline for students, DMAM (Direct Marketing Awards Malaysia) for Direct Marketing and others, but never before one for media. This expertise is a vital part of industry, with media expenditure accounting for 65% of the total ad billings of RM4.4 billion last year. With the Malaysian Media Awards, standards of media planning and buying will be raised as they compete and great work will be acknowl­ edged. The Malaysian Media Awards was well received, with over 130 entries submitted. The judging process was meticulously planned with one single agenda, to recog­ nise the work and achievement within the Media Solu­ tions discipline, involving the best use of television, newspapers, magazines, radio, Internet, sponsorship, billboards and ambient media/ POS. Awards are also given for best integrated media campaign. Besides these nine categories, a Grand Prix is given for the overall best entry, and the agency that accumulates the most points is awarded the Agency of The Year. The jury was chaired by Clint Easthorpe, MD of OMD, and com­ prised a group of outstanding media specialists: Margaret Lim, Execu­

EQ aDOIMARKETINGCOMMUNICATIONS

the category for Best Use of Sponsorship. Margaret claimed at a recent press conference that the ingenuity and thought that went into most of the entries were of international level. She said, "media specialists have evolved to become champi­ on communicators, continually looking at means and ways not only to reach, but also to engage and connect with consumers." "Congratulations to the winning entries and all agencies who have participated," quipped Tay Ai Leen, MMA Jury. "I hope to see more entries next year as there are more integrated media ideas and sponsor­ ships which may not have been submitted. Overall the standard is com­ petitive but within the same category of products, the challenge is to do 'something different' and 'differentiated' to break from the norm in terms of strategy, ideas and vehicle selection to make the brand communication stand out from the clut­ ter instead of staying

on 'safe"gr8?l?fi3n?'fro'n Carat Media

MSAAwards'05

MALAYSIAN MEDIA AWARDS 2005 - RESULTS GOLD

SILVER

BRONZE

| GOLD

SILVER

BRONZE

CATEGORY: BEST USE OF AMBIENT MEDIA/POS

CATEGORY: BEST USE OF TELEVISION

.!

Starcom Mediavest

MindShare Malaysia

Starcom Mediavest

Starcom Mediavest

MindShare Malaysia

Zenith Optimedia Sdn Bhd

Head & Shoulders

Ponds

Olay Total White

Corporate Network Campaign

Guinness Stout

Nokia Mobile Phones

"Fugitive"

"Table For Two"

"Aspirasiku"

"Monorail Train & Column S'ship"

"Breaking The Boundaries"

"Signature Tunes"

Procter & Gamble

Unilever (M) Holdings Sdn Bhd

Procter & Gamble

Malaysia Airlines Bhd

Guinness Anchor Marketing S/B Nokia

i

| CATEGORY: BEST INTEGRATED MEDIA CAMPAIGN

CATEGORY: BEST USE OF NEWSPAPERS

i

Carat Malaysia

Universal McCann

Carat Malaysia

Starcom Mediavest

Starcom Mediavest

Starcom Mediavest

Maybank Credit Card

Strepsils

Maybank Credit Card

Malaysia Airlines Travel Fair 04

Head & Shoulders

Corporate Network Branding

"Save Your Voice"

"The Hip List"

"Travel Fair 2004"

"Fugitive"

"Create Your Dream Getaway"

"Travel Treats" Malayan Banking Bhd

Boots Healthcare

Malayan Banking Bhd

Malaysia Airlines Bhd

Procter & Gamble

Malaysia Airlines Bhd

|CATEGORY: BEST USE OF MAGAZINES Carat Malaysia

MindShare Malaysia

OMD (M) Sdn Bhd

BMW 7 Series

Paddle Pop

"Gourmet"

"Hip Hop Jelly"

Nikon "At The Heart Of The Image"

BMW Malaysia Sdn Bhd

Unilever (M) Holdings Sdn Bhd

Nikon (M) Sdn Bhd

â&#x20AC;¢ CATEGORY: BEST USE OF RADIO

|PRINCIPAL AWARDS I1 Grand Prix Agency: Starcom Mediavest Product Malaysia Airlines Corporate Network Campaign Title of Media Solution: MAS KL Monorail Train & Column Sponsorship Client Malaysia Airlines Bhd 1

MindShare Malaysia

Starcom Mediavest

Starcom Mediavest

Wall's Cometto

Head & Shoulders

Malaysia Airlines New

"Totally Blind Date" Unilever (M) Holdings Sdn Bhd

Destination Launch

Ranking based on total points won: Category 1 to 8: Gold =3 points; Silver = 2; Bronze = 1

"Fugitive"

"KL to NY, via Stockholm"

Category 9: Gold = 6 points; Silver = 4; Bronze = 2

Procter & Gamble

Malaysia Airlines Bhd Agency

CATEGORY: BEST USE OF INTERNET MindShare Malaysia

Starcom Mediavest

MindShare Malaysia

Volvo S40

Malaysia Airlines

Maybelline Forever Metallics

"Test Driving the Internet"

"Network Campaign"

"Maybeiline Shines Online"

Volvo Car Malaysia Sdn Bhd

Malaysia Airlines

L'Oreal Malaysia Sdn Bhd

CATEGORY: BEST USE OF SPONSORSHIPS Starcom Mediavest

Universal McCann

Starcom Mediavest

Olay Total White

Nescafe

Corporate Network Campaign

"Kickstart"

"NGC, Windows To The World"

Procter & Gamble

Agency Of The Year Agency: Starcom Mediavest

Nestle Products Sdn Bhd

Malaysia Airlines Bhd

Carat Malaysia Carlsberg "EURO 2004" Carisberg Brewery Malaysia Bhd CATEGORY: BEST USE OF BILLBOARDS Carat Malaysia

MindShare Malaysia

MindShare Malaysia

Cadbury Dairy Milk

Clorets

Samsung Handphones

"Choose Happiness"

"Scribbles"

"Smooth Meets Slide"

Cadbury Confectionery (M) S/B

Cadbury Adams

Samsung (M) Electronics S/B

Points

1. Starcom Mediavest

28

2. MindShare Malaysia

16

3. Carat Malaysia

13

4. Universal McCann

04

5. OMD 6. Zenith Optimedia

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The widest lens in its class.

'School Photo'for Nikon Coolpix

D&AD Dazed â&#x20AC;˘BY MONICA WONG

LAST year, JWT stunned us all winning the Cannes Grand Prix for Malaysia, cracking a 53-year record. That obviously jumpstarted the creative juices here. Less than a year later, another record has been broken. This time Naga DDB has achieved the D & AD Yellow pencil which had eluded our reach for 43 years. To describe the tremendous significance of this achievement, I quote Jureeporn, D & AD Judge this year. "It's hard getting a Yellow Pencil. And it seems more difficult this year. I'd say winning at D&AD is far more difficult than Cannes. Who more credible to say this than Jureeporn, Campaign Brief s num­ ber One creative and MC2 judge last year, first to have won a Yellow Pencil for Thailand, and the winner of many Cannes Gold Lions in the Mun Tuck Wai,Creative Group Head and Khoo Choo Kian, Senior Art Director MunTuckWai,

E aDOIMARKETINGCOMMUNICATIONS

past few years.

'orldBeater

Naga DDB's award-winning School Photo ad for Nikon Coolpix first caught the attention of inter­ national jurors at AdFest bagging a Bronze Award, then a One Show Merit Award, followed by a Bronze Award at Clio, before snaring a Yellow Pen­ cil at D&AD. With the Yellow Pencil, Malaysian cre­ ative has officially achieved international recogni­ tion at the two biggest award shows in the world in less than a year apart. I managed to catch Mun Tuck Wai, Creative Group Head and Khoo Choo Kian, Senior Art Director for a chat while Ted Lim, Executive Cre­ ative Director of Naga DDB was taking a much deserved break in Cambridge. After many cups of coffee, I learned that the idea for School Photo was conceived over dinner brainstorming sessions and endless cups of "teh tarik". Which proves my theory that the brain works better when your stomach isn't complaining. "It began as a normal brief from our client, Nikon, on their latest cool product," said Kian. He went on to describe in great detail the amazing technical fea­ tures of the Nikon Coolpix. A gadget illiterate, I grasped little of his explanation beyond infectious enthusiasm. When we were finally speaking in a language I could relate to, they both said, "It's cool. The client approved the idea the first time around." This brought on an avalanche of work to execute the idea, from the tedious coordination of school students, permission letters, et cetera, et cetera, to the perfect picture.

Mun Tuck Wai:Dick Powell,D & AD President; Ted Lim andKhoo Choo Kian awarded D&AD yellow pencil.

m 3D0IMARKETINGCOMMUNICATIONS

What is their greatest satisfaction from this? "This is real to the core. Real brief, real work, real client," they enthused. When I asked which cre­ ative personality they were most impressed with, Mun said, "Definitely David Droga. He is young, wins many awards and creates award winners wherever he goes. In Malaysia, I would have to say Ted Lim. I have seen how he works. He strikes a balance between marketing, PR and creativity. It's hard to find an ECD with that kind of balance - winning awards and doing business at the same time. In Malaysia, you may find CDs who win

awards, but that's about it." Both Kian and Mun hope they will meet many more "cool" clients like Nikon. Creative people in Thailand are less restricted as Thais are more open to ideas. Imagine seeing an ad like this on Malaysian TV - a guy grabs a girl, tears her clothes off, only to find she is wearing another outfit underneath. He attacks again and finds yet another dress underneath. The guy keeps tearing her clothes off but she has more on. He gets fed up and gives up. Super-title pops up: THE (client) GRAND SALE. NOW YOU CAN AFFORD TO BUY MORE. I guess not in my or your time. But hope burns eternal in creatives like Kian and Mun. Kian and Mun have both worked in various agencies for slightly over a decade combined but admitted that, "Naga is still the best." I asked for elaboration and realised that they meant Naga DDB is the best place to work, learn and feel a sense of belonging. It reminded me of a previous interview with Datuk Vincent Lee, Executive Chairman of Naga DDB and his belief in reflected glory. "A great team makes a man great," he said. His philosophy must have rubbed off on his team as I detected a proud grin on Ted's face when Kian was given the honour of presenting the award-winning work to his colleagues and clients at the Naga D&AD celebration party. It was a grand affair given in honour of a grand achieve­ ment. That night, nobody left the door gift behind - a yellow pencil.

TEQUILA-ISC\ info@tequilamy.com \ t 603 2092 5130

Subia"1'

THE Direct Marketing Association Malaysia (DMAM) has launched a series of educational seminars on Direct Marketing for the industry and the public. The inaugural seminar, known as the Expert Series, opened with a presenta­ tion by Tom Sipple, Director of Sales, Yahoo Southeast Asia, who captured his audience with the topic Connect, Engage and Communicate with your Customers. Following Tom was Jasmine Lee, CEO of MNC Wireless, who always enraptures her audience with her topic of Mobile Marketing. The unusual talent that Jasmine possesses is the ability to make her presentation even fresher and more informative every time -1have heard her speak at least four times now, and I'm amazed how entertaining I always find her. During the Expert Series, Jasmine spoke on how today's popular culture is actually making us smarter. To support this contention, she played a video of a cou­ ple on a boat trip singing out loud to mobile Karaoke, much to the annoyance of other passengers. "I guess love does conquer all," Jasmine commented. She then turned to the topic of digital consumers, showing research find­ ings that proves that two out of three sources of entertainment today are dig­ ital, and that the integration of these digital media such as the internet, tele­ vision, mobile phones and others is inevitable, and technology is fun. How is sms marketing related to direct marketing? Forget sms, said Jasmine, the new evolution is mms! Bear in mind, she explained, technology is an enabler that helps us move things along. Integrate it with other channels, for exam­ ple TV, and the strengths of both can be maximised. A great example of this, Jasmine said, is Mango TV on 8TV every week­ day. It is a sms game show on TV. People love the show and it generates at least a million messages each month. Customer information and leads are generated to create a really healthy customer database. This is an advantage that many advertisers are not utilising fully, Jasmine said, showing a controlcentre of a complete game plan on how to use mobile as a central for an entire campaign.

m aDOl MARKETINGCOMMUNICATIONS

She also explained that with MNC's latest Go SMS, even thousands of messages can be personalised so that the real value of mobile is how close it brings you to customers. "It's not about technology, it's all about what your consumers want and giving it to them," Jasmine concluded. Jasmine was followed by a roundtable discussion by DM experts, Rosie Hong, Rapp Collins ; Rebecca Tan, AIA ; Salim Khubchandani, On-Target Marketing Solutions andSean Sim, Draft on what DM stands for and what works. To end the session, Ramlan Osman, Senior Manager of POS Malaysia, spoke on a topic that delights our hearts, at least here at ADOI: How to Save on Postage. By using the standard mail, document parcels and bulk mail solutions, Ramlan said, customers can save quite substantially. For example, standard mail in machine-abled envelopes is cheaper than non standard mail in coloured or other offstandard envelopes that cannot be read by OCR (Optical Character Recognition) machines and therefore require manual sorting. For bulk mails discounts are given in percentages. For example, 8% dis­ count for bulk mails sorted out according to post codes and 1% discount if mailed before 12 pm. To qualify for this service, there must be a minimum of 5,000 items. Ramlan then went on to define the business structure of POS Malaysia, explaining that besides the mailing business they are also agents for the payment of certain bills, and have subsidiaries handling packaging and even courier services. He said that the volume of mail has increased tremendously over the years, despite the onset of the internet age, and that the current 80% level of manual sorting is gradually being reduced by a program of automation.

Whether

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or

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half empty, our cup still

runneth over. No matter how we view something, we can probably agree that there are often two, or more, perspectives on any given situation. Here in Bangsar,the capital of coffee and creativity, we're constantly brewing different blends of creative solutions to meet your business needs. So drop by for a cuppa on us anytime. We may just have something perking that's perfect for you.

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Call Us: 03-2282 4268 Fax Us: 03-2282 1720 Email Us: info@novacomm.c Visit Us: 8-A, Jalan Telawi 2, Bangsar Baru, 59100 Kuala Lumpur, Malaysia

Inspiration â&#x20AC;¢

Insight n. w

The new BMW 3 Series takes you into the territory of perfection. Here is a sports sedan of impeccable breeding. Expressive curves capture the essence of surroundings in fluid motion. Purposeful lines inspire and define true individuality, merely hinting at the formidable muscle within. Inside, the driver slips into economically perfected cockpit made to fit. Comfortably, spaciously, pleasurably. Is there even the need to talk about how we perform? This is what driving should be like. Discover it for yourself.

Sheer Driving Pleasure

The new BMW 3 Series. Enter the next level

BMW Malaysia Authorised dealers: AUTO BAVARIA Penang Tel: 04-281 3866 Kuantan Tel: 09-566 8966 Glenmarie Tel: 03-5569 3900 Segambut Tel: 03-6251 2599 Bukit Bintang Tel: 03-2142 2288 Sungai Besi Tel: 03-9222 0540 Johor Bahru Tel: 07-238 4580 Kuching Tel: 082-412 351 CARTRADE Ipoh Tel: 05-545 4500 Kuala Lumpur Tel: 03-2161 4900 LEEMOTORS AUTOCAREAIorSetarTel: 04-733 7003 SEONG HOE PREMIUM MOTORS MelakaTel: 06-288 2228ANG TRADINGS MOTOR CREDITBatuPahatTel: 07-432 6270 Actual car specifications may vary from the model shown above.

CANNES LIONS 2005 CANNES IN QUOTES ON ETHICS Neil French, the Worldwide Creative Chief of WPP Group, threatens to boycott Cannes because of the crack down on scams ads: "I think it is disgusting. By nature, it focuses the jury on witchhunting rather than looking for good work. By doing this, they exclude small agencies and you don't even know if you have been excluded." (Campaign, 24 Jan,02)

Jim Thornton, the executive creative director of Leo Burnett: "Anything that encourages dialogue between creatives and the people whose business problems they're trying to solve is a good thing. They are realizing that advertising can make the difference between the success and failure of their business-that it's how you say it rather than what you say." (Campaign, 2 July,04)

Roger Hatchuel, the chairman of the International Advertising Festival, on 1995, when the Cannes Jury chair­ man, Frank Lowe Howard-Spink won Agency of the year: "I have never seen anyone so lacking in generosity towards the work of other agencies in his own country. It was the UK that really suffered that year." Lowe himself was a "Jekyll and Hyde character". (Ad Age, 9 June,03)

ON AWARD WINNERS Maurizio Sala, the vice-president and creative director at Armando Testa in Milan, on the Grand Prix winner PlayStation "mountain": 'it's fantastic. It's much more than a commercial, It's an art form. It's interesting because it's simple to understand, but it's also very deep." (Campaign,28 May,04)

Mark Wnek, then the joint chairman of Euro RSCG Wnek Gosper "If you're doing well, take people there and say: 'Hey. Enjoy yourself.' But if you've fired people and then go to Cannes, you've got to examine your soul." (Campaign, 16 Junw,03)

ON FESTIVAL CELEBRATIONS Jaspar Shelboume, the European creative director at JWT in London: "It's not quite true to say that the Brits are always the ones propping up the bar. In fact, they tend to divide into two camps: the ones propping up the bar, and the beautiful people staying in remote villas up in the hills." (Cam­ paign,11 June,04)

ON CLIENTS AT CANNES An un-named industry observer: "I don't think they're just here to spoil the fun. In fact, I think they expect a bit of raucous behaviour from a bunch of art directors getting pissed in the sun. Besides, creatives are not as naughty as people like to think we are." (Campaign, 11 June,04)

Qka^a!L

ROGER THAT! •BY ROGER PE, DDB MANILA

ON my way to Nice Airport to catch a plane way back to Manila, I caught this man along rue de St. Honore, Cannes begging for coins, wearing the famous Cannes delegate red shirt, toting the ubiquitous Cannes red bag. Some people I recognized while in Cannes: Jan Okusluk during the Press/Outdoor awards night, Mark Monteiro, Jorge Leiva and compa­ ny, Dieter and wife, Bob Scarpelli, Jeremy Craigen (dancing the night away) during the DDB Party.

Dave Droga, the worldwide creative director of Publicis: "For 51 weeks of the year, we are beaten up, and for this one week of the year we beat ourselves up out of choice. The fun is out of control." (Campaign,16 June, 03)

GRAND PRIX BY COUNTRY Country

Print/ Outdoor

Direct

Media

France Sweden

Australia Denmark Germany

Argentina New Zealand Brazil Belgium The Netherlands MALAYSIA Norway Canada

Delta Semi"* 20 0 Piyush Pandey rules the stage!

Notes. Press and outdoor have been awarded since 1992.A Grand Prix has been awardedin both categories since 2002.Cyber Lions have beenaward­ ed since 1998.Two Grand Prix are presented: one for the best website and one for the best integrated interactive campaign. Lions Direct were first awarded in 2002. Media first ranin 1999.

CANNES LIONS 2005 AS usual, covering the Cannes International Adver­ tising Festival was a busy and blistering-heat affair for me. Never a dull moment in this den of Lions: lots of photos, lots of beer, lots of bare skin on show, and of course lots and lots of egos on display. Everybody who is anybody in the business was there, and hav­ ing a rip—roaring time. Everybody was out to party, with the Filipinos andThais joining the Japanese and Indian contingents to host parties of their own. As our old friend from the Philippines, Roger Pe, has so aptly described the scene in an email to u "the booze and buzz mixed with a daily dose of long, hot walk and a session of topless beach volley­ ball made a heady cocktail for many. The top parties this year were thrown by Publicis, McCann (who hosted theirs on Christina Onassis' yacht), and of course DDB, with their Midnight Beach Bash!" the business side of the event, TBWA Paris stole the show with a big bag of Lions and the accolade "Agency of theYear"' for the third year running. Piyush Pandey made a sizzling appearance at the Asian Diversity seminar. Chuck Porter ran rings around Howard Draft, Sir Martin Sorrell and Lachlan Mur­ doch in The Great Cannes Debate, and Neil French expounded on the virtues of holding an 'alternative' awards show. Leading the hunt for trophies for Malaysia were Naga DDB, who bagged two Silver Lions, followed by JWT with a Bronze. Steve Hough of Saatchi & Saatchi KL and Passion Pictures' Sheen became possibly the first entrants from Malaysia to capture a Bronze Lion for film. Another 18 entries from 10 agencies were also finalists. Here's the comMalavsian Winners

I

TITLE Cannes Press - Silver Wonderbra Whiteboard Cannes Outdoor - Silver Wonderbra Whiteboard Cannes Film - Bronze Toyota Vios Bait Cannes Outdoor - Bronze Ford Ranger Wheel Clamp Shortlists Kapal Api Coffee Fight

Naga DDB Naqa DDB Saatchi & Saatchi JWT Lowe

Jackhammer

KFC Popcorn Chicken Shake

BBDO

Slimming Belt

KFC Popcorn Chicken Shake

BBDO

Left Behind

Cerebos Essence of Chicken

Y&R

Doll

Horlicks Malt Drink

Grey Worldwide

Foosball

Horlicks Malt Drink

Grey Worldwide

VideoGame

Grey Worldwide Horlicks Malt Drink McCann Erickson Siemens Mnhilfi Phone Colgate-Palmolive Y&R Speedstick npnrlnrant Saatchi & Saatchi Kick Boxing Classes Saatchi & Saatchi Kick Boxing Classes Publicis Radiology Malaysia Anti SmoKina JWT Scott Kitchen Towels FCB Kit Windscreen Wash BBDO KFC 0.R Filet Naga DDB Drink Driving Prevention Ministry of Transoort Naga DDB Drink Driving Prevention - Ministry of Transport

Hands Robbery Girly Rasta Reading Fountain Windscreen Stolen Burner Paper Car

Taxi Top

Double Silver Winnersfrom Naga DDB,Mun Tak WaiCreative Group Head and Sarina Sham, AccountDirector

m aDOIMARKETINGCOMMUNICATIONS

ED MORRIS

JOHN HUNT

UNITED KINGDOM

JURY PRESIDENT

(left) MC2 Judge Prasoon Joshiand John Hunt Cannes Jury Chairman while someoneimportant catches a wink

ADOI ON THE PROWL IN CANNES •BY THE HAMMER

plete list of Malaysian entrants, finalists and winners: On the wider Asian front, this year's MC2 Awards judges Thirasak of Creative Juice/G1 Thailand snapped up 1 Gold and 1 Silver, while BBDO Singapore's Francis Wee clinched 2 Silvers. And O&M Jakarta office became what we believe to be Indonesia's first-ever Cannes finalists.

I met-up in Cannes with 2005 MC2 Jury Pres­ ident Bob Scarpelli, worldwide Creative Officer of DDB, whose network was a big winner again. Despite his big title and huge responsibilities, Bob somehow manages to be as down-to-earth and as "Malaysian" as you can be! For those who didn't make to Cannes this year remember: this year's Best of Best winner at

CANNES LIONS 2005 1. Turbanned stranger with Ravi Chaturvedi, President of Procter & Gamble Far East, who later bought the hungry stranger lunch! 2. Sheen of Passion Pictures withPiyush Pandey, Chairman of Ogilvy India and last year's CannesJury President. 3. From left:Raman of McCann Mumbai, Hwa of McCann Malaysia,Silver Lion winner Tian It of McCann Singapore standing at the entrance to the Palais just before the Grand Awards presentation. Smiling in the back ground is Donna and Sheen. 4. Piyush Pandey with a well-fed turbanned stranger discussing the merits of holding a turban tying competition in Cannes next year. 5. Sheen feted to lunchby Ogilvy Asia Chairman Tham Khai Meng after clinching a Bronze Lion for Toyota Vios. 6. The Velocity Afrika party, from left: Natascha Kern (Framepool AG), Kim Shaw (CampaignBrief Asia), Barry Munchick (MD of Velocity Afrika), Sheen, Beverly and Sonal Dabral (Chairman of Ogilvy Advertising Singapore). 7. BBH's John Hegarty waving his magic wand on stage.... 8. The Thaiparty... now where do I begin - they are all stars!! Minus the turbanned stranger. You gotta have shades. From left:Sheen, The Godfather, Philippines only Cannes winner David Guerrero and McCann's Prasoon Joshi. All drinking SingTao beer at the Philippines party.

MC2 JURY PRESIDENT BOB SCARPELLI ON CANNES

r

Bob Scarpelli Worldwide Chief Creative Officer, DBB

I think we're still only scratching the surface with the internet. Digital already has a 3 per cent share of global media spend and there's still much more to be done. The other question is what new media can we invent? This is where we can get really creative.

What is your all-time favourite DBB ad? And your favourite global ad this year? I Budweiser's I "whassup?" and some of Volkswagen's clas足 sics such as "snowplough" are favourites. I love VW's "singing in the rain", Adidas' "magicrun" and Honda's "grrr" this year.

What do you think are the benefits of Inte足 gration for creativity? Integration is where we are going. You have to be media-inventive to think where you can best communicate with people. It brings agen足 cies a challenge and an opportunity to use simplicity, surprise and a smile to reach people.

What media channel has the most potential for creative growth?

What is your vision for DBB creatively over the next 12 months?

Primarily to bring the creative standards that DBB brought to traditional media to all other media. With the help of all our creative people right from the beginning, we want o start looking at every brief as a blank sheet of paper rather than working with pre-conceived ideas. What is the highlight of Cannes for you? Winning, closely followed by the DBB party. What global client has been the most for足 ward-looking in terms of its advertising strategy over recent years? Nike always sets the pace for everyone.

aDOIMARKETINGCOMMUNICATIONS M

CANNES LIONS 2005 -

— --

-

Malaysian Winners CANNES SILVER (PRESS & OUTDOOR) Magazine Category: Clothing, Footwear & Accessories Title: WHITEBOARD Advertiser: EUT FASHION Product or Service:WONDERBRA Advertising Agency,City: NAGA DDB MALAYSIA, Petaling Jaya

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Country: MALAYSIA Creative Director:Ted Lim Copywriter: Kevin Le Art Director:Mun/Tan YeeKiang Photographer: Mak (Untold Images) Illustrator: Johnson Tan (procolor) Typographer: Ng Lye Yee Account Supervisor:Mun Advertiser's Supervisor:Wendy Eng/Adrian Chai

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CANNES BRONZE (OUTDOOR) Category:Transit Title: WHEEL CLAMP Advertiser: FORD MALAYSIA Product or Service:RANGER FORD Advertising Agency,City: JWT MALAYSIA,Kuala Lumpur Country: MALAYSIA Creative Director:Edwin Leong/Andy Soong/ Hasnah Mohd Samidin Copywriter: John Dorai/Edwin Leong Art Director:Hans Lee/Andy Soong Photographer: Jesse Choo/Thomas (Character Studio) Typographer: Far East Offset/Engraving (Colour Separator) Account Supervisor: Azmir Abdul Malek Advertiser's Supervisor:Vincent Chen

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CANNES BRONZE (FILM) Category: Cars Title: BAIT Advertiser:TOYOTA Product or Service:TOYOTA VIOS Advertising Agency,City:SAATCHI & SAATCHI, Petaling Jaya Country: MALAYSIA Creative Director:Henry Yap/Edmund Choe Copywriter: Primus Nair

m aDOIMARKETINGCOMMUNICATIONS

mwittg forward*

Art Director:Ong Kien Hoe Agency Producer:Shirren Lim Production Company,City: PASSION PICTURES MALAYSIA,

Music: Online Compositor:Daniel May- F Design Sound/Design Arrangement:Sean Gregory - Addaudio Account Supervisor: Augustin Ng/Justin Dee/Lee Lim Meng

Kuala Lumpur Country: MALAYSIA Director: Jamie Quah Producer: Karen D'silva/Razlan Ramdan/Affendi Harjoh D.O.P/Lighting Cameraman:Low Soon Keong Editor: Paul Makridis- F Design

Synopsis: Seeing a VIOS by a lake,a jogger walksup toadmire the car. How­ ever, as he reaches out to touchit, the car falls over. Revealing it to be a cardboard cutout.Suddenly, a tentacle comes out of the lake and pulls the jogger in. It re-adjusts the cutout

Grand Prix

f ^ HONDA The Power of Dreams

honda.co.uk

Title: GRRR Advertiser: HONDA Product or Service:HONDA DIESEL Advertising Agency,City:WIEDEN+KENNEDY, London Country: UNITED KINGDOM Creative Director:Tony Davidson/Kim Papworth Copywriter: Sean Thompson/MichaelRussoff/Richard Russell Art Director:Sean Thompson/MichaelRussoff/Richard Russell Agency Producer:Charlie Tinson/Rob Steiner

Production Company,City: NEXUS PRODUCTIONS,London Country: UNITED KINGDOM Director: Adam Foulkes/Alan Smith Producer: Jullie Parfitt/Chris O'reilly Editor: Nexus Music: Be Nice To The Pigeons/Hate Something Sound/Design Arrangement:Wave London Account Supervisor:Francesca Sellers Advertiser's Supervisor:Matt Coombe

Synopsis: Can hate be a good thing? Honda 'Grrr'sets out to prove just that. A tranquil worldis invaded by flying,dirty old Diesel engines. However, the population get angry and even,using their hate for the better, destroying every last one.Finally, they herald the brand new Honda Diesel.

CANNES LIONS 2005 Campaign Brief Asia Party

The Bob IndustriesLos Angeles crew

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Andrew Tinning(ECD Marketforce,Perth), Prasoon Joshi (Regional ECD McCanns Asia), Paul Cutter (Cyclops Sydney)

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Heloise Hooton (D&AD Awards London),Tay Guan Hin (JWT) and Haydn Evans (Silverscreen Sydney)

2004 Cannes Chairman of Judges Piyush Pandey (Chairman and National ECD O&M India) withPeter Grasse (Curious Film, NZ).

Kim Shaw, Emma Wilke (The Gunn Report, London) and Pavla Burgetova (Stillking Films,Prague)

3D0IMARKETINGCOMMUNICATIONS U

Agency of The Month - BBDO

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'

Usual Suspects:BBDO's line-up (See Ronald Ng second from left)

Product : KFC Popcorn Chicken Shake Title : Jackhammer Award : CANNES & ADFEST- Finalist

Product : KFC Popcorn Chicken Shake Title : Slimming Belt Award : CANNES & ADFEST- Finalist

Product : KFC O.R Fillet Burger Title : Stolen Burger Award : CANNES Finalist (Best Use of Mixed Media)

Product : Power Suits Award 2005 Title : "Dart"

Conjurors of Humour •BY MONICA WONG

tin9 readY t0 shine at future award shows starting with ITS been a year since the appointment of BBDO's Executive Creative Director, Ronald Ng. Throughout the year, he has Malaysian Creative Circle and Kancil, with all fingers and toes been busy consolidating a team comprising some of the best crossed. Celebration however, came early for Ronald as he creative thinkers in the industry (still highly P & C so no name declared his best product of the year, Jonah Ng Ju-er. Grinning 0111 shall be disclosed). Everyone hit the ground running and fr ^ *° ear, Ronald is motivated to nurture both babies, buzzing chaosthroughout BBDO. This obviously works for the Jonah and BBDO team to bring out the best in them. young team as results from both AdFest and Cannes were You have all seen the hilarious true to ad life Power Suits indeed encouraging. As the vibes and rapport grow stronger, P1™* ads 'n Adoi last month. Now we present the creative the team is now "working their butts off' as Ronald puts it, getalbum put together by this fun and vibrant team.

m aDOIMARKETINGCOMMUNICATIONS

Think glamour. Think Jen Siow visit, www.jenstudio.com Courtesy of Sony Malaysia

728 6227 F: 60^-7727 7005

email: jensiow@pc.jaring.my www.jenstudio.com

•

Agency of The Month - BBDO

ART MEETS MINI. The Brief fimata

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wmmmmiWmm waammmm— Product : MINI Title : Art Meets MINI Award : AdFest - Finalist DM Category

'The World's Most Mindboggling Riddles' Vol. 1-10. Got a difficult package? Call 1800 88 6363 or see www.fedex.com/my for details.

Welivetodeliver. FedExpress Ex. Product : FedEx Title : Difficult Package

m aDOl MARKETINGCOMMUNICATIONS

Product : Pepsi Light Title : Sunken Ice

Product : PowerSuit 2005 Title : Toilet

SOME OB THE ISSUES WE PUBLISHED ARE

Mendahului dengan isu-isu semasa Ahead with the issues

Utiisan

Stop Press

TELEVISION'S had an indelible impact on the worlds as we know it. Some call it "the flickering blue parent...". Some watch more than they really should. The folk and acoustic music com­ munity isn't often seen on television, but there are few interesting online resources for you television-watching hours. TV3, one of the well known broadcasting media in Malaysia, remains the most watched television channel with the high ratings, even on the satellite TV. TV3 has been the number one choice among Malaysian viewers since its inception in June 1984 and dominated the satel­ lite TV's 1.56 million subscribers by capturing on outstanding 14% share of audience. This is according to the latest survey done by AGB Nielsen. It is a myth that more than 40 channels to chose from, nobody would tune in to local channels as TV3 is still the most popular channels by far. On its own, has 37 percent viewing share, 14 percent more share than all 40 plus . Astro channels combined. The programmes aired on TV3 are often rated among the top ten most-watched programmes every week. TV3 recently swiped eight places in the Top 10 Prime Time Programme in the 22nd week of broadcast (29 May - 4 June 2005).

The Most Watched Channel on Satellite TV Dato' Farid, CEO TV3

Those programmes are Puteri, Cerekerama, 999, Buletin Utama, Sempurnakan Harimu, Mentor, Senario and Majalah 3. Through TV3's consumerdriven and research-heavy strategy, its audience share remained the highest amongst the TV stations. TV3 scored 49% in the 22nd week of broadcast (29 May - 4 June 2005). Dato' Farid Ridzuan, Chief Executive Officer of TV3 said, ^ ,1 "I o™ ^+ I am extremely pleased to note that the popularity of TV3's in-house productions is unprecedented. Our newest reality charity pro­ gramme called, Bersamamu which highlights the plight of the underprivileged, captured 43% share/13 TVR for its debut show, aired during the

"At TV3, we will continue to provide high-quality programmes of various genres which will appeal to the different segment of our viewers

22nd week of broadcast. It is a definite hit with all Malaysians." TV3's latest addition to its stable of enter­ tainment programme, "Mentor" is also a winner among other reality shows. The show is aimed at unearthing a new generation of Malaysian stars by placing proteges under the leadership of their respective "Mentors", who are among the creme de la creme of entertainers in the local entertain­ ment industry. "At TV3, we will continue to provide highquality programmes of various genres which will appeal to the different segment of our viewers," explained Dato' Farid. "Moving forward, owing our outstanding rat­ ings to best-of-breed, popular programmes and in-house research expertise, I am confident that TV3 continues to have the winning formula to capture the attention of both viewers and adver­ tisers alike" continued Dato' Farid.

The QWERTY keyboard looked exactly like this to us after we spent ages trying to write some copy to grab your attention. We couldn't come up with anything really fancy because print advertising is not what we do. We're in the business of online branding. We suggest you check us out on the web - our forte - to see what some of our clients have to say about us. Then, if you think we can help you build your brand online, give Jordan a call at + 603 7722 3869 or email us at interactive@netinfinium.com.

www.netinfinium.com

engaging people online

Netlnfinium INTERACTIVE

m.

21 years. And we're still the No.1 broadcast station, with a robust 48%* Total Audience Share. An impressive figure when we consider the many channels competing for your attention. We're proud. We're ecstatic. We're grateful. And inspired to work even harder to keep you entertained and informed. To all our viewers, a warm thank you from all of us at TV3. Watch out for more goodies coming your way.

www.tv3.com.my

* Source: AGB Nielsen Media Reseach, May 2005

MediaSpecialists

Short Takes MITV STILL MIA? It may not be a bed of roses after all. They were celebrating even before the race began. MiTV, which plans to launch Malaysia's second pay-TV operator this year, claimed that it could break even with a tenth of rival Astra's subscriber base. The move however took a back seat with the depar­ ture of Jonathan Chan, its Chief Operating Officer. The move that may further delay the station broad­ casting. Utilizing a combination of Internet, trans­ mission technologies and infrastructures (IPAJHF), to address the ever-increasing media demands of a wider cross section of the Malaysian market. MiTV has successfully introduced something that is unique to Malaysia.

Combination of Ideas IBY VIDHYA NAIR

GAVIN SIMPSON - MAN IN MANILA Former Leo Burnett Kreasindo Creative Director in Jakarta, Gavin Simpson has now moved to Ogilvy Manila in less than a year. Adoi still remember saying farewell to Gavin who had left Y & R Malaysia in last year. What a fast paced life he is leading. FORMING ALLIANCE WITH M&C SAATCHI M&C Saatchi succeeded in winning the Alliance Bank account based on a full-blown cre­ ative campaign with an insightful and stimulating strategic proposition. "We made a conscious effort to understand what consumers wanted from their bank of choice while distinguishing Alliance Bank from its competitors - and that's what possibly tipped the account in our favour," believes Lara Hussein the M&C Saatchi's Managing Director. ADVENTUROUS COCA-COLA A new exciting reality programme and a nationwide search begin this month for individuals with a thirst for passion. The vision to make a mark on the country's music industry. The Coca Cola "Thirst for Passion: Music executive" programme will give talented and ambitious youth the oppor­ tunity to work with the stars and legends in the local music industry as a Music Executive. Full detail can be obtained from www.coke.com.my DISCOVERING DISCOVERY Discovery Networks International is searching for eight up-and-coming documentary filmmakers from around the world to star in a new season of Discovery Channel's international docu-reality chal­ lenge, REEL RACE 2. James Gibbons, Senior Vice President of programming and creative services, Discovery Networks Asia said, "The REEL RACE for­ mat allows us to encourage a whole new genera­ tion of emerging documentary filmmakers by giv­ ing them the chance to learn firsthand how to tell a great story under enormous pressure, with sig­ nificant budget and time constraints." The winner will win a production contract with Discovery Net­ works Asia Singapore as well as prizes from tech­ nology partner, Samsung.

m aDOIMARKETINGCOMMUNICATIONS

WITH the launch of Carat Interactive, a division of Carat Media, marketing in Malaysia added interac­ tivity as a new element in the digital era. The poten­ tial of the Internet for customer interaction and direct commerce is enormous, if not timeless. New media based on proprietary technology of the Internet, mobile solutions and interactive games are growing rapidly. Whilst, radio, television and some print media are evolving into digital formats. It is now a fact that this technology frees customers from their traditionally passive role as receivers of marketing communications. It gives them much greater control over the information search and acquisition process. This allows them to become active participants in the marketing process. What more can we ask for? Carat Interactive have introduced and service current and existing clients in Digital Marketing as it will operate within the Isobar network of companies. The services range from online media planning and buying to search marketing. It plans to offer clients and media professionals the wealth of knowledge and experience accumulated by Isobar in facilitat­ ing the transition in interactive marketing in Malaysia. Isobar's media business currently nets online billings in excess of USD$600 million. Managing Director's of Carat Interactive, Roy Tan plans to integrate Isobar's resources into the maturing Malaysian online market in phases. He said, "Being part of Isobar worldwide we offer the full complexity and expertise of digital communica­ tion planning in the local arena such as, e-mail mar­ keting, search marketing, affiliate marketing, mobile solutions to online media planning and buy­

ing, ad unit creation, website design and develop­ ment and other myriad offerings, all under three main pillars of Direct Marketing, Advertising and Content and Application. As the Internet makes the world borderless and a global village, the capabilities of Isobar's uniquely different companies come into play for any given situation for any given client for any given country." He further added, "The importance of Inter­ active, beyond its technical offerings, is the value in building brand relationships with con­ sumers holistically." Andy Miller, Carat Media's CEO, said "The increasing numbers of consumers who are difficult to reach through traditional media are the primary segment targeted by Carat Interactive." It is believed that too often, companies get caught up in selling a product or service, concen­ trating on the product or service offered, rather than concentrating on the benefits to their audience. Customers do not care about a particular product. They do not care about the level of service offered. An audience cares about the benefits it receives from your product or service. That is what makes a company stands out. So, it is about time that companies take a serious look at their marketing materials: brochures, business cards, Web site, advertise­ ments and so on. Do they all carry a common theme? Do they all promote the benefits of asso­ ciation with your company? If not, it's time to put in some work. Embracing change in the idea of marketing may well be the right first step to make...

romotion R/V\arketing The

AwardiAsia

Pepsi India wins "Best in Asia" in Promotion Marketing Awards HOT on the heels of winning the Best Promotion Marketing Campaign in the World two years in a row, the Promotion Marketing Awards of Asia have wrapped up their 2005 Judging in Sin­ gapore. 19 Judges from 5 countries awarded the 'Toss Ka Boss" Campaign for Pepsi India awards including Golds in the "Best Multi-Disciplined Cam­ paign" Category and the "Best Spon­ sorship Tie-in Campaign" Category, plus "Best Campaign in India" and the "Best in Asia". This Campaign, together with all other PMMA Gold, Silver and Bronze Winners now move to the next stage, representing Asia in Marketing Agencies Worldwide Globes Programme, against the Best Promotion Marketing Campaigns from the USA, UK, Canada, South America, Europe and Australia. Last year and the year before, PMAA "Best in Asia" Winners won the cov­ eted "Best in the World" - not bad for a Programme in its 5th year! Anthony Pounds, 141 Worldwide, Director SE Asia, Chairman of the 2005 PMAA Judging and Zonal Director for Singapore, said that "It's good to see that as this recognition programme matures, the general quality of the entries, and indeed the 'write-ups' of the entries improves. However, this year there was a lack of BIG ideas, nothing that really jumped out at us, as we have seen in previous years. Lots of me-too promotions, following fairly standard templates. This is a shame because we definitely see those ideas out there on the streets." He also commented that "Its encouraging that the most number of entries were received again for themultidiscipline category. Certainly the whole idea of '360 degrees integration' seems to be gaining accept­ ance as the standard for effective promotional campaigns - it's so much more than just an onpack promotion or event." The Pepsi India "Toss Ka Boss" Campaign. After spirited debate amongst the Judges at this year's judging of the Promotion Marketing Awards of Asia in Singapore, Pepsi India was awarded the Best Campaign in Asia for 2005. The view of the Judges was that the Campaign clearly demonstrated issues faced by Agencies in need­ ing to fresh Promotions to leverage ongoing spon­ sorships. In this case, Pepsi India, through two its

ESI 3D0IMARKETINGCOMMUNICATIONS

Advertising and Promotion Agencies, Kidstuff Pro­ mos & Events and JWT India, needed to further develop and extend the 2004 Promotion leverag­ ing Pepsi's Sponsorship of the Indian Cricket Team in the 2004 ICC Champions Trophy Match, played in England. This was a very tough assignment indeed. In India, where Cricket is a religion, there are over 450 brands associated with the sport, creating consid­ erable clutter and mixed messages. Almost every

type of activity had been executed before. A mar­ ket leader campaign was needed. Something fresh, unique, youthful, edgy - and novel. The Agencies played on the fact that the Cap­ tain of the Indian Cricket Team, Sourav Ganguly, kept losing the toss of the coin to see who batted first. In One Day Cricket, the toss can more or less determine the winner of the match by allowing a Captain to dedcide to chase runs if his team has good batsmen, or go for taking wickets if he has superior bowlers. And Ganguly's repeated loss of the toss had set a record! The Campaign played on this fact and creat­ ed a multi level Promotion which accessed Crick­ et fans in India across Stores, Food outlets, Schools, the Internet, a travelling Roadshow and of course, Cinemas. Over 850,000 customers purchased multiple Promotion Pepsi bottles and

KP(BPSG)5195/151(18)

JANUARY MARCH MAY SEPTEMBER intake UniSA

KP/JPS(KR3865)1/09

INFORMATION technology KP/JPS(K0220)5/05

triving for excellence cademic success nnovative teaching echnology- centric utstanding quality

2 & 4, Jalan 52/18 PJ New Town, 46200 Petaling Jaya, Malaysia Tel: 03 - 7954 7200 Fax: 03 - 7954 7211 saitoo@tm.net.my www.saito-college.edu.my

RM^ng lhe romotion

AwardiAsia 2005

the brand achieved the highest market share of any Cola in India. Example from Malaysia. The OGSM "Feel This" Campaign won Golds for the "Most Innovative Idea or Concept" and the "Best Small Budget Campaign" as well as the "Best In Malaysia" and a finalist for the "Best in Asia". The Obstetrical and Gynecological Society of Malaysia (OGSM) through its Agency, Draft Thai­ land, launched a breast cancer awareness cam­ paign to educate middle to lower socio-economic group women living in Malaysia's urban areas in the importance of self-breast examination. Many women did not know how to carry out a self exam­ ination or the physical signs they may find. Selfbreast examination is still talked about in hushed whispers and information is limited. Thus many breast lumps are only detected if and when a woman goes for an occasional check-up. In many cases the patient is diagnosed with breast cancer. Draft arranged for hand-delivered envelopes to be sent to selected women in rural areas, asking them to simply "feel the envelope". Envelopes contained a tiny bead the same size as a typical cancerous growth. The feeling of the bead the same size as a typical lump gave women a visual and sensory alarm on the pressing need for a self-breast exam. The campaign secured a 56% response from women requesting more information, via a cam­ paign hot line. Mike Da Silva, PMAA Director and MAA Worldwide Globes Judge said of the campaign that "We felt that this Promotion typified the essence of Promotion Marketing, a very simpleto-understand idea, simply conveyed, easily refer­ able to others, and with a clear call to action. The bead in the envelope delivered an impelling mes­ sage to women and to their husbands and fami­ lies of the need to be aware that Breast Cancer can be treatable in its early stages. This concept also clearly conveyed the fact that big ideas need not be costly." Secret Note by Arc Worldwide for Malaysian Airlines won a Bronze for Most Innovative Idea or Concept and tied for Silver with Roll Over Santa also by Arc for Sunway Lagoon in the Best Small

2005 PROMOTION MARKETING AWARDS OF ASIA THE WINNERS. BEST MULTI-DISCIPLINED PROMOTION CAMPAIGN. Draft Thailand for Pfizer. "PfizerSalsa Aerobics". GOLD Kids Stuff Promos & Events India, for Pepsi. "Toss Ka Boss" SILVER 141 Worldwide (China) for BAT. "BAT China F1 Grand Prix". BRONZE BRONZE Tequila Singapore for Pernod Ricard. "Chivas on the Wild Side". BEST SPONSORSHIP OR TIE-IN CAMPAIGN IN SPORT, MOVIES, MUSIC OR TOURISM. GOLD : JWT India for Pepsi. "Toss Ka Boss". SILVER : Bates/141 Singapore for Asia Pacific Breweries. "Heineken Music". BRONZE : 141 Worldwide (China); BAT - BAT China F1 Grand Prix (B) BRONZE : McCann Erickson Guanming, China for Coca Cola. "Coke Olympics Activation". BEST USE OF DIRECT MARKETING. GOLD : Tequila Singapore for ESPN Star Sports. "Never Underestimate the Power of Sport". SILVER : Draft Malaysia for the Obstetrical & Gynecological Society of Malaysia. "Feel This". BRONZE : Grey Relationship Marketing for Shanghai Volkswagen. "Mysterious Invitation". MOST INNOVATIVE IDEA OR CONCEPT. GOLD : Draft Malaysia for the Obstetrical & Gynecological Society of Malaysia. "Feel This" SILVER : Draft Thailand for Unilever. "Axe Unlimited Academy". BRONZE : ARC Worldwide Malaysia for Malaysia Airlines. "Secret Note". BEST USE OF INTERACTIVE MEDIA. GOLD : Draft Thailand for Unilever Thailand. "Axe Unlimited Academy". GOLD : Grey Relationship Marketing for Shanghai Volkswagen. "Mysterious Invitation". SILVER : Virtual Marketing for Varma Corporation. "www.vaastuthefilm.com". MOST EFFECTIVE LONG TERM MARKETING CAMPAIGN. GOLD : Bates/141 Singapore for Asia Pacific Breweries. "Heineken Green Room Sessions" SILVER : Fosters India for The F1 Grand Prix. "Foster's Trackside". BRONZE : Euro RSCG 4D, China for American Standard. "The Refreshing Way to do the Toilet". BEST ACTIVITY GENERATING BRAND AWARENESS TRIAL RECRUITMENT. GOLD : Lowe Thailand for Daimler Chrysler Mercedes Benz A Class. "Follow Your Own Star". SILVER : Ogilvy & Mather for DHL. "No One Knows Asia Pacific Like We Do". BRONZE : Bates Japan for BAT. "Lucky Strike: Evisu Jeans Brand".

Budget category. Commenting on the 2005 PMAA event over-all, Soumitra Sen, Group Business Manager, Batteries & Braun, Gillette Asia Pacific, Singapore, and PMAA 2005 Judge said "While there was some

BEST ACTIVITY GENERATING BRAND VOLUME. GOLD : Tequila Singapore for Pernod Ricard. "Chivas on the Wild Side". SILVER : Tequila Singapore for Pernod Ricard. "The Royal Salute Experience". BRONZE : Tequila Hong Kong for Heineken. "ITO Campaign".

recycling of tried and tested concepts and promo­

BEST ACTIVITY GENERATING BRAND LOYALTY. GOLD : Bates/141 Singapore for Asia Pacific Breweries. "Heineken All Stars Programme". SILVER : Draft Thailand for Unilever. "Axe Unlimited Academy". BRONZE : Cheil Communications Korea for Samsung Electronics. "Samsung Mobile Super Concert". BRONZE : Tequila Singapore for Pan Pacific Hotel & Resorts. "Pan Pacific Privileges".

tional mechanics, it was good to come across cases which made you smile at their ingenuity and take note of the results. A couple of the ideas could translate easily across borders.

Also, it did not

seem to take big dollars to make the cut for some of the truly customised-for-target market submis­ sions. I would urge the future submissions are more focused on objectives and relate achieve­ ments to targets, for the real worth of the effort and investment to come through" Congratulations to all the winners and may the words of Soumitra be an encouragement to astounding entries for the PMAA next year.

m aDOIMARKETINGCOMMUNICATIONS

BEST BUSINESS-TO-BUSINESS CAMPAIGN. GOLD : Tequila Singapore for ESPN Star Sports. "Never Underestimate the Power of Sport". SILVER : 141 Singapore for Cisco Systems. "Cisco's Self Defending Network Campaign". BRONZE : Tequila Singapore for Visa International. "Visa Smart Chip".

EST RETAIL ACCOUNT-SPECIFIC OR CHANNEL MARKETING ACTIVITY. Tequila Singapore for Pernod Ricard. "Chivas on the Wild Side". GOLD Ogilvy Activation for Motorola. "The Superstar". SILVER 141 Singapore; for Nokia. "Vanity". BRONZE BRONZE Draft Indonesia for PT Unilever Indonesia. "Sarawangi Festive Season In-store Display". BEST DEALER OR SALES FORCE ACTIVITY. GOLD : 141 Philippines for Nestle. "Magic Sarap Launch". SILVER : 141 Indochina for BAT. "BAT Dunhill AP Relaunch" BEST BRAND-BUILDING CAMPAIGN. GOLD : Draft Thailand for Pfizer. "Pfizer Salsa Aerobics". SILVER : East Marketing Group for LG Electronics. "LG Action Sports World Tour". BRONZE : JWT India for Pepsi Foods. "Quawaali". BEST CAUSE OR CHARITY MARKETING CAMPAIGN. GOLD : Draft Indonesia for PT Unilever. "Rinso Kantong Kasih". SILVER : Bates Singapore for The Salvation Army. "2007 Spring/Summer Collection". BEST EVENT MARKETING CAMPAIGN. GOLD : On Music Network for Samsung Electronics."School Attack". SILVER : Euro RSCG China for Maxium China (Remy Martino). "Blind Dinner - Remy Martin Feel More". SILVER : Tourism Australia Singapore. "Celebrate Australia". BRONZE : 141 Worldwide (China) for BAT. "BAT China F1 Grand Prix". BEST SMALL BUDGET CAMPAIGN. GOLD : Draft Malaysia for the Obstetrical & Gynecological Society of Malaysia. "Feel This". SILVER : ARC Worldwide for Malaysia Airlines. "Secret Note". SILVER : ARC Worldwide for Sunway Lagoon Resort. "Roll Over Santa". OTHER AWARDS. BEST IN ASIA WINNER Kids Stuff Promos & Events and JWT India for Pepsi. "Toss Ka Boss". BEST IN SINGAPORE Tequila Singapore for ESPN Star Sports. "Never Underestimate the Power of Sport". BEST IN HONGKONG Tequila Hong Kong for Heineken Hong Kong. "Heineken Pulse". BEST IN CHINA Grey Relationship Marketing for Shanghai Volkswagen. "Mysterious Invitation". BEST IN MALAYSIA Draft Malaysia for the Obstetrical & Gynecological Society of Malaysia. "Feel This" BEST IN THE PHILIPPINES 141 Philippines for Nestle. "Magic Sarap Launch". BEST IN INDONESIA Draft Indonesia for PT Unilever. "Rinso Kantong Kasih". BEST IN JAPAN Bates Japan for British American Tobacco. "Lucky Strike: Evisu Jeans Brand". BEST IN KOREA On Music Network for Samsung Electronics."School Attack". BEST IN THAILAND Draft Thailand for Pfizer. "Pfizer Salsa Aerobics". BEST IN INDIA 1. Kids Stuff Promos & Events India for Pepsi. "Toss Ka Boss" 2. JWT India for Pepsi Foods. "Toss Ka Boss". BEST IN INDOCHINA 141 Indochina for BAT. "BAT Dunhill AP Relaunch"

Tourism Malaysia

WHY does a country go all out to promote oneself? The tourism industry grows the hotel industry, restaurants, transportation, foreign investments and jobs are created - the cycle of course grows larger as people innovate on "needs" of tourists. Without proper advertising and promotions, which was the case for the first quarter of last year compared with the first quar­ ter of this year, the arrivals of tourists from China, one of the largest influx of tourist derived has dropped dramatically from 154,299 to 94,547 - a whop­ ping 38%. Good advertising is necessary. To have effective and outstand­ ing advertising, a good advocate is certainly a must. Previously the Malaysia "Truly Asia theme carried through by Naga DDB heading the Asian market, TBWA coordinating along the same tagline for European markets and Spencer Azizul - Domestic was a success. The Star had reported in an article on 28th September last year that tourist arrivals are on track to exceed the target of 13.3 million, and it did, it hit 15.7 million! How will the new players fare?

Following the nine-month pitch for its multi millionringgit advertising campaign, the Malaysia Tourism Promotion Board amazed many ad industry observers by boosting its roster of agencies from three to 11, some of them keep a really low profile and operate in the least obtrusive manner. Here is the list of winners of the various sectors of the account, together with the best estimate of budgets available to them in their allocated mar­ kets or activities:

REGION/ASSIGNMENT

AGENCY

ESTD BILLINGS (RM)

East Asia (China, Hong Kong and Taiwan)

Smascom Design

40 million

Europe

ISCB (TBWA)

50 million

West Asia (Saudi & UAE)

Penumbra Communications

40 million

South Asia (India, Pakistan, Bangladesh, Sri Lanka)

Bloomingdale

30 million

ASEAN

Friends Advertising

35 million

Japan & Korea

Well Ad Communications

35 million

Oceania (Australia, New Zealand and South Africa)

M&C Saatchi

15 million

North America (USA & Canada)

Perunding Pakar Media

15 million

Special Events

Naga DDB

15 million

Domestic (Malaysia)

Media Axis

10 million

MICE (Meetings, Incentives, Conferences and Exhibitions)

DDB International

10 million

I'm surprised and somewhat ashamed to have to admit that, despite the fact that my job is writing about the advertising industry, I (and at least two dozen others I have asked) neither know nor have ever heard of some of these agencies. Some, are not even listed in or on any of the references I use like the Yellow Pages, TM Directory, internet and others. And the Malaysia Tourism Promotion Board has so far been of little assistance with additional information about some of the agencies, their cre­ dentials and shareholdings.

Not that we're implying that there's been any­ thing improper about the selection process. In fact the criteria set by the Malaysia Tourism Pro­ motion Board for its selection process appear to me both straightforward and stringent. All agen­ cies under consideration had to meet all require­ ments stipulated by Ministry of Finance and Min­ istry of Tourism. The following are some key requirements: -

Business Fitness - provide current business

mix, accounts under its stable, inter­ national affiliation, understanding of tourism marketing and other related business activities. Agencies were also made to provide attachments with the following information:

COMPANY FACTS Smascom & Design Market Allocated Established since Company Description Related Business Activities Related Publication(s) Head of tourism project Membership with Advertising Associations Examples of best work (award winning examples) Key Clients (Five)

ISCB (TBWA) Market Allocated Company Description Overseas Afiliation Membership with Advertising Associations

East Asia (China,Hong Kong and Taiwan) 1990 Advertising SMAS Rent A Car, SMAS Limousine, Travtrade Souvenirs, Residence Hotels & Resorts, Residence Training Centre Malaysia Jewel of Asia, Passport Kuala Lumpur Datin Fareedah Pam, Chief Executive Officer Associate Members of 4As Fair Price Awards Ministries/Government

Europe Advertising TBWA worldwide (Omnicom Group)

44 aDOIMARKETINGCOMMUNICATIONS

Penumbra Communications Market Allocated : West Asia (Saudi Arabia, UAE, Kuwait, Jordan, Syria, North Africa) Established since ; 1998 Company Description : Advertising & Design Understanding of tourism marketing and other related business activities : Managing existing accounts in the Middle East and Asean Related Business Activities: Television Programme Production, Interior and Spatial Design (as related to the development of A&P campaigns) Head of tourism project : Haris Ngu, Creative Executive Director List of Shareholders : Noor Laila Hj. Othman, Managing Director Membership with Advertising Associations : Associate Members of 4As Key Clients (Five) : Property Companies, Colleges, Broadcasters, Government Agencies Bloomingdale Market Allocated

: South Asia (India, Pakistan, Bangladesh, Sri Lanka) Company Description : Advertising List of TV commercials that cost s more than RM200,000. : Not available Membership with Advertising Associations : 4As Examples of best work (award winning examples) : Not Available

Friends Advertising Market Allocated : ASEAN Established since : 1997 Head of Tourism Project : Fariq Bin Data' Mohd Salleh, Account Director List of Shareholders : Shahrein Zainal Abidin, Abdul RashidAhmad Company Description : Advertising & Communications Agency List of TV commercials costs more than RM200,000. : 14 ads Overseas Affiliation : Transworld Advertising Agency Network, 46 affiliated members worldwide Membership with Advertising Associations ; 4As Key Clients (Five) : Perodua Sales, IndahWater Consortium, Utusan Melayu, TH Properties,Affin Bank. M&C Saatchi Market Allocated

; Oceania (Australia, New Zealand and South Africa) Company Description : Advertising List of TV commercials that costs more than RM200,000. : Not available Information on membership with Advertising Associations: 4As Examples of best work (award winning examples) : Not Available

- Information on membership with Advertising - List of TV commercials pro足

Associations (4As/IAA/MSA)

duced locally and internationally in the last 3 years (2002 - 2004) that cost more than RM200,000 and to sub足 mit evidence/proof, if any.

- Examples of best work (award winning exam足 ples) - Overseas affiliation - to produce name of affili足

WellAd Communications Market Allocated : Japan & Korea Established since : 1999 Company Description : Advertising Understanding of tourism marketing and other related business activities : WellAd have been servicing Tourism Malaysia's below-the-line work for some time. Related Publication : Malaysia Tourism Head of tourism project : David Oh List of Shareholders : Sabariah bt. Daud NEWS Advertising (M) Sdn Bhd David Oh Seong Keat Overseas Affiliation : Member of the IN, The Local Global Network of Independently owned advertising agen cies, HQ in London. Membership with Advertising Associations : None Examples of best work (award winning examples): Never entered. Key Clients (Five) : F-Tech Computers, The Royal Mint of Malaysia, Best Denki (M) Sdn Bhd, Sepang Institute of Technology, TORTURA - Show case Exhibition of Instruments of Punishment and Torture

- List of media agencies for TV, radio, print or any

ate agency, country, contract period, type of

other medium with accreditation, country, period of accreditation and to attach proof (if any)

advertising (electronic/print) and to attach

Perunding Pakar Media Market Allocated : Established Since : Head of tourism project : List of Shareholders :

North America (USA & Canada) 2001 Zulhisham Ayub, Executive Director 30% Carat Worldwide, 10% Local, 60% Bumiputra

Membership with Advertising Associations: MSA (Board Member), ABC (Board Member) Key Clients (Five) : Petronas Dewan Philharmonic, Credit Guarantee Corporation, Alamanda PutraJaya, MATRADE, Bank Rakyat DDB International Market Allocated

: MICE (Meetings, Incentives, Conferences and Exhibitions) Established since : 19/06/2001 Company Description : Advertising List of TV commercials that costs : No less than 25 ads more than RM200,000 Overseas affiliation : 145 affiliated companies in 82 Countries Membership with Advertising Associations: 4As Examples of best work (award winning examples) : 15 awards Key Clients (Five) : Star Cruises, Tesco Stores, Unza Malaysia, F & N Dairies,Sunway Group of Companies.

contract, if any.

Mediaxis Market Allocated : Domestic (Malaysia) Established since : 07/05/1998 Head of tourism project : Kushairi Bin Abang, Managing Director List of Shareholders : Kushairi Abang & Sherry Sidek List of TV commercials produced locally and internationally in the last 3 years (2002 - 2004) that cost more than RM200,000. : Sarawak Tourism (2002 - 2004), Amanah Raya Berhad, Kementerian Luar Bandar, Toy City, Mustika Ratu, RELA - Kementerian Dalam Negeri. Membership with Advertising Associations: None Examples of best work (award winning examples) : Never Entered Key Clients (Five) : ALEXA, Ministry of Tourism Sarawak, Ministry of Housing Sarawak, Mustika Ratu, Kementerian Dalam Negeri.

8D0IMARKETINGCOMMUNICATIONS 45

To judge by all these criteria, the selection process appears both thorough and exemplary. But the question remains, why were so many agen­ cies selected to do the work previously handled with apparent effectiveness and efficiency by only three? And is the budget spread too thinly over the specified markets? Tourism Malaysia declined to comment in any detail, saying only that a compre­ hensive press release was being prepared for dis­ semination sometime late in July. So I sought the independent opinion of brand specialist Dean Cunico Ghazi, Country Director, Enterprise IG. He said that in his opinion there would be no problem having 11 agencies branding and selling Malaysia "as long as the brand is clearly defined and com­ municated with clear guidelines to each of the agencies. Then it is just a question of implementa­ tion," he added, "and negative consequences should be minimised. If, however, the agencies are given free rein to define the brand differently in each of the markets that is dangerous and cpnfuses audiences as to what Malaysia as a destination brand stands for." Dean told ADOI that he thought the Truly Asia campaign appears to have successfully raised awareness that a tourist destination called Malaysia exists but it is now time to take it to a new level that clearly differentiates Malaysia from its neighbours who all seem to be offering much the same things. "Asian destinations seem to want to be all things to all people," he said, "but there is an opportunity for Malaysia to boldly own one of the differentiators for itself." How would Dean brand Malaysia? "In a word, consistently," he replied. "If Enterprise IG were to brand Malaysia in 11 markets it would be with a consistent brand promise that is both 'com­ pelling' and 'true'. A brand must be compelling to be attractive in all markets but it must also be true when visitors come to experience the country. Researching what makes Malaysia compelling and true in terms of destination branding from a con­ sumer (tourist) perspective will be the bedrock upon which the creative visual expression will be built - albeit adapted to suit local consumption. The story may be told in different ways - but it must always be the same story".

I have however managed to obtain information on most of these players and have extracted some details required by the Ministry such as business activities, list of shareholders, international affilia­ tions and awards for the purpose of this article. Due to the lack of space, only salient points have been extracted. Let's get to know the winners.

COMPANY FACTS Naga DDB Market Allocated : Special Events Established since : 28/01 /1985 Company Description : Advertising List of TV commercials that costs more than RM200.000. : More than 30, including eight commercials produced for Malaysian Tourism Board. Overseas affiliation : 145 affiliated companies in 82 Countries Membership with Advertising Associations: 4As, MSA Examples of best work (award winning examples) : 111 Key Clients (Five) : Digi, Carlsberg, Kurnia Insurance,Panasonic, Perodua

Note from Regional CEO of ADOI, Harmandar Singh: In a random telephone survey to senior members of top 20 ac advertisers in Malaysia, we discovered no one had heard of Smas Penumbra, WellAd and MediAxis. It is my sincere hope that the decision makers at Malaysia Tourism Promotion Board have entrusted the image and standing of our country in the hands of world's best, over the next 2 years or so. We are all looking forward,

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Brand :Cadbury Dairy Milk • Title : Teddy Bear • Duration :10sec Teaser & 15sec Launch • Client: Cadbury Confectionery (M) Sdn Bhd • Agency: Publicis (M) Sdn Bhd • Creative Director: Steve Clay • Art Director: Eric Chow •Copywriter: Lim Huck Long • Language : BM • Summary : Cadbury wanted to engage Malaysians in cele­ brating their 100th Year Anniversary for Cadbury Dairy Milk Brand. What better way than to link Cadbury with other 'happiness' icons that were invented 100 years ago - one of which is the ubiquitous Teddy Bear.

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CEO Brand Engagement Forum Speaker: Edi Fung, Peter Bell, Michael Pucci and Dean Cunico Ghazi

promise. Brand promises "There can be THE complexity of branding made by marketing, but not has been a mystery (or a misno greater satisfaction supported and reinforced quote) for many people. than branding a country. organically by the organisa­ At the recent CEO Brand A country's brand can emit tional ecosystem, will Engagement Forum jointly always fail. hosted by Enterprise IG with a positive or negative aura Though brands today need Ernst & Young, experts over all the country's people, to be compelling to benoticed. stripped it all down to basicsproducts and services. It also has to be truthful to sur­ to engage brands. vive. As Peter warns one with­ We must stand out The roundtable session out the other breeds either led by Peter Bell, the Global in the eyes of the world indifference or disdain. It is CEO of Enterprise IG's Brand with a clearly defined common to exaggerate in Engagement, Practice, com­ brand that is both order to create attention. This prise of more than 50 top too is often carried to the bor­ CEOs and COOs in Malaysia compelling and true, derline of lies and misrepre­ who were past recipients and if we want to make Malaysia sentation. A balance must be nominees of Ernst and a preferred investment struck, as inconsistent experi­ Young's Entrepreneur of the ence is quickly distrusted destination" Year Award. The Ernst & therefore dismissed. If you get Young Entrepreneur of the this balance wrong, your consumers may neither Year Programme seeks to recognise and honour forget nor forgive you. successful entrepreneurs in the country. They When asked which Malaysian brand Enterprise sparked of the forum with a debate on the impor­ IG most desires to partner with, the answer is tance of brand engagement. "Malaysia". Dean Cunico Ghazi, Country Director According to Peter, a successful brand is built for Malaysia, Enterprise IG remarked, "There can be from the inside out. He explains that research has no greater satisfaction than branding a country. A shown that 70% of customer brand perception is country's brand can emit a positive or negative aura determined by experiences with people. Based on over all the country's people, products and servic­ a worldwide study conducted by Enterprise IG, only es. We must stand out in the eyes of the world with one third of employees have a good understanding a clearly defined brand that is both compelling and of their brands. The rest do not understand and true, if we want to make Malaysia a preferred invest­ cannot help strengthen brands. Even worse, they ment destination". possibly damage the brands. See Huey Beng, Country Managing Partner, During the session, Peter stressed on the Ernst & Young Malaysia commented, "The brand importance of building brand alignment within an image is often the only true differentiator in recog­ organisation before marketing the brand to the pub­ nizing whether a product is of world class quality. lic. The brand culture and organisational mindset Clearly it is timely that we learn how to promote must embrace and radiate the brand essence. Malaysian brands to convey the message that our Every company touch point has to continuously products are of indeed of world class quality, and reinforce a singular and particular brand experience; create the emotional consumer connections." every employee must live and breathe the brand

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