Adoi Malaysia 2005 October Issue

'p 99iP/2C ISSN 1394-9314

9 771394 931003

For your brand to stand out from the rest, look to our range of customised environments

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Acquired Programming

Repackaging Existing Programme To Leverage Brand Value

Customised Environment

Producing A Tailor Made Programme

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REGIONAL CEO Harmandar Singh aka Ham ham@pop.jaring.my

ANDY MALUCHE is the latest photography phenomenon ter­ rorizing party scenes from Hong Kong to Manila and recently at the Malaysian Creative Circle Awards (MC2). See his stuff on this month's cover! He also shoots for the advertising industry and is a successful artist who has had exhi­ bitions all over the world (not in the buff). Andy, born in Germany and based in Hong Kong and Manila, has been roaming around Asia for the last 20 years. In 1991 he joined Leo Burnett Manila as an unpaid trainee. Within a couple of years Andy managed to become a still large­ ly unpaid art director and designer (times were rough according to our bosses) and basically ran the special projects section of the agency. Soon he found out that times weren't really as bad as his bosses had claimed, at least not if you were doing freelance, and he quit the agency to form his own design studio. Serving some of the largest clients in the industry in the Philippines (P&G, L'Oreal, Unilever) his business went well enough that it allowed him to get into new experimental fields. The artist in him started to experiment with the then new medium of digital photography and very soon he discovered a very distinctive style which he developed into perfection over the past 5 years. See more Andy Maluche's work at http://andymaluche.com or email him at: you-can-look-b@dont-touch-my.com.

REGIONAL EDITOR Dean Johns dean@ham.com.my EDITOR Monica Wong monica@ham.com.my CONTRIBUTORS Kurt Crocker Simon Beaumont ART DIRECTION TM Ali Basir ali@ham.com.my PHOTOGRAPHER Andy Maluche PRINTER The Print Lodge, Singapore (theprintlodge@pacific.net.sg) DISTRIBUTION Platinum Publishers Sdn Bhd Five E-Comm Sdn Bhd ADOI magazine is published every month by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd. Fuad Satu, Taman Tun Dr. Ismail, 60000 Kuala Lumpur, Malaysia.

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

"Because we are ABC audited, you should be advertising in this magazine. If you disagree, call the Audit Bureau of Circulations (ABC) on 03-7660 8535."

WHAT'S H IN THIS ISSUE

HIGHLIGHTS 12 26

Wise Advice : Ask Simon Kurt Crocker: If 95% Of All Advertising Is Crap

EXCLUSIVE 04

MC2 Awards: Malaysian Advertising, The Winner At MC2 Awards

Member of

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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.

EXCLUSIVE INTERVIEW 18

Ron Chow: Thinking Out Of Extinction

SPECIALS 14

Brand Research : The Power Of Private Labels

22

Open Forum : Dialogue With Minister

24

Direct Marketing: Drafting New Plans

28

Research : Crunching Readership Numbers

32

Branding : Karthik Siva Turns Creativity Insight Out

34

New Media : Fly 95.8fm Takes Wing

36

Parag Tembulkar: Moving West

38

Tribute To Women: Live The Vida! Way

40 42

New Campaign : Coke's Thirst For Ratings Show Case : The World's A Stage For The Sweet Shop

46

The Truth About Beauty

3D0IMARKETINGCOMMUNICATIONS 9

AWARDS 2005

MALAYSIAN CREATIVE CIRCLE AWARD

ft M ViVtt fllE A huge and enthusiastic crowd came within an ace of packing-out the 3,000-seat auditorium of the bril­ liant new KL Convention Centre Plenary Hall to see the presentation of the MC2 Awards for 2005. The audience applauded as one as trophy after trophy was awarded for some of the best work our industry has ever done. Many of the winners, espe­ cially the print, were up there with the best in the world, according to the global heavyweights on the judging panel. And the spirit of the night was as big-hearted as the audience was huge - with some of the warmest and loudest applause of the night coming from the Best-of-the-Best winners McCann-Erickson! McCann-Erickson also, subsequently, shared honours with Saatchi & Saatchi as Agency of the Year (who won this award for the second time). See Page 6 for full story. Celebration of achievement, not envy of the successful, was the mood of the evening. And that's the kind of mind-set that is driving us in Malaysia as we strive to lift our creative game to the heights in Asia and beyond. Congratulations to all the winners... and com­ miserations to all those who strove so mightily yet didn't make it this year. Thanks to the efforts of the marketing communications community at large - agencies, clients, judges and industry leaders - Malaysian advertising was the winner at the Malaysian Creative Circle Awards for 2005. As we're sure all our trophy recipients would be the first to agree. For all winners who want to order crystal trpohies and certificates for their victories, please email Jovan on jmt@ham.com.my before October 28. You can also view sizzling pictures of MC2 Night on www.flickr.com/photos/ andymaluche/sets/1062302/ Finaly, we would like to thank all sponsors, judges, supporters, friends and particpiants for making this a great show. See ya next year! Sponsors:

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Harold Monfils, Axis Films receiving yet another gem for the cabinet

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BEST OF BEST: 5 POINTS; GOLD: 3 POINTS; SILVER: 2 POINTS; BRONZE: 1 POINT; MERIT: 0 POINTS YOUNG GUNS WINNER: OGILVY & MATHER HALL OF FAME (TOP GUN): TED LIM, ECD, NAGA DDB ADVERTISER OF THE YEAR: SONY MALAYSIA Tony Savarimuthu,MD, McCann-Erickson

Edmund Choe, ECD, Saatchi & Saatchi

NUMBERS don't lie. In what has become an obvious numerical blunder by myself and my team who staged the MC2 Awards Night on Sept 30, it was subsequently discovered creative powerhouses McCann-Erickson and Saatchi & Saatchi were tied in top position earning them both the honour of being awarded Agency of the Year. This is the first time MC2 has joint winners for this accolade! As this situation unfolded, questions were asked about the way we went about scoring the points for Agency of the Year. Hence, it is timely we reprise the procedure for all concerned. The Agency of the Year is ranked on a points system: Best of Best earns 5 points, Gold 3 points, Silver 2 points and Bronze 1 point. There are no points earned by Merits or Finalists. Regardless of who submits the winning entry, we still score the agency responsible for the winning work into our Agency of the Year table. We also include winners from our MC2/Campaign Brief Asia TV category. However, special category winners like Advertiser of the Year and MC2

Hall of Fame (Top Gun) are not included in this scoring. This points system method has been the process from day one. Without doubt, both ad agencies are worthy best winners. McCann-Erickson has been on a creative renaissance of sorts since the dynamic team of MD Tony Savarimuthu, ECDs Huang Ean Hwa and Lee Szu-Hung took charge of the agency's fortunes some 3 years back. Unquestionably, their Best of Best win this year at MC2 propelled them into the spotlight sharing the top spot with Saatchi & Saatchi with 14 points. Of course, Saatchi & Saatchi Malaysia is no newcomer to fame. Because this is not the first time they have won Agency of the Year; they earned the same distinction at the MC2 awards two years ago! Creative icon Edmund Choe, who is also a revered member of MC2's Hall of Fame, once again rocketted his agency into the top of the table this year with the keen support of go-getter CEO John Foley. Congratulations to both agencies! On a sepa­ rate note, we'd like to announce a new category for next year: MC2/Campaign Brief Asia - Print.

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MALAYSIAN CREATIVE CIRCLE AWARDS 2005 = MC

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TITLE: BUBBLES CLIENT: SONY (M) SDN BHD AGENCY: MCCANN ERICKSON (MALAYSIA) SDN BHD CREATIVE DIRECTORS:

EAN-HWA HUANG / SZU-HUNG LEE COPYWRITER: AJAY BAKHSHI "Sony Malaysia is very happy and honoured to receive this award from such a distinguished panel of judges. The Sony ART DIRECTORS: brand stands for innovation and therefore when we communicate with our target audience, we would like the brand to CHEE-WEE CHOO / SIE-YANG TAN / be presented in as unique and engaging manner as possible. The Sony Playstation bus-stop is one example and we are EAN-HWA HUANG happy that this effort is recognised by the creative community." - RaymondHaw, Supervisor - Products Marketing Division, Sony Malaysia

"We are humbled to win the Agency of the Year at MC2 2005. It is a tribute to the never-ending efforts of the entire team at McCann Erickson Malaysia over the past 3 years... it is an honour for us to work with such motivated, talented and good people." - Huang Ean Hwa,Szu Lee & Tony Savarimuthu, McCann Erickson Malaysia

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MALAYSIAN CREATIVE CIRCLE AWARDS 2005 = MC2

FOR three years now, we have selected the most illustrious creatives for elevation into the MC2 Hall of Fame. The nominations for this category have always been one of the most difficult, as the final choice not only has to be unanimous, but justified by consistent achievement. Being good is on simply enough, as w10 i '(-"jr not «

"We are in the business of building brands. Awards are like icing on the cake. Cake tastes better with icing, —

only the great are deserving of but We Can't DUt icing coma . an honour in u™ the uoii Hall of Fame. We at ADOI are proud to award this year's title to the bril­ liant Ted Lim, ECDof NagaDDB. - Ted As he walked up to receive his award (looking totally shocked) the crowd of over 2,000 in the auditorium gave a standing ovation to honour the Top Gun of the Malaysian ad industry. Under Ted's creative leadership, Naga DDB has won Malaysia's first D&AD Yellow Pencil in 43 years and two Silver Lions at The Cannes Lions Interna­ tional Advertising Festival this year. They shone again at Clio International Advertising Awards, The One Show, The Asia Pacific Advertising Festival (AdFest) and The Asian Advertising Awards, for their work on Nikon, Wonderbra, Panasonic, Radio Television Malaysia, The Ministry of Transport and the Association of Accredited Advertising Agen­ cies. "We are in the business of building brands.

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AWARDS 2005

Awards are like icing on the cake. Cake tastes better with icing, but we can't put icing if there's no cake to begin with," is how Ted views awards in the context of the advertising business. Ted, who once (rather briefly) contemplated careers in both academia as well as selling insurance- has now

spent 17

years vears in the ad ad industry, industry, all of that time growing strong with Naga DDB. He has seen the changes from Malaysia's hum­ Lim ble beginnings in the world of advertising, and is especially proud that Malaysian creativity is making a real mark in the international scene. He said that "it is heartening to see every­ one doing such great work, and that Malaysian agencies are finally starting to get recognised as a unique creative force in the world." Ted, who judged at The Asia Pacific Advertising Festival (AdFest) in Thailand and the Australasian Writers and Art Directors Association (AWARD) Awards in Sydney, has also served as Jury Chair­ man at the Kancil Awards this year. He has also been invited to judge at the D&AD Global Awards acknowledged worldwide as the creative industry's "Oscars" - in London next year.

if there's no cake to begin with"

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SINCE its conception three years ago, the team of 'cool nerds' at (if) Interactive has been keeping a really low profile. They have been quietly having fun creating 'havoc' on the scene of interactivity. Then this year for the very first time they were drawn to participate in an award show, by great judges like Bob Scarpelli, Mark Waites and Thirasak. (if) Inter­ active made a brilliant first impression winning seven awards, leaving many interactive pioneers amazed in their seats. The international judges that they were in awe of were so impressed by (if)'s

work that they awarded it a Gold, four Silvers and two Bronzes - 13-point showing that has now made the low-profile and unassuming (if) Interac­ tive the third-highest-ranking agency inthe country. Now they know for sure that the world sees their work as they have always seen it - fabulous. Here is what the team at if say: The (if) Interactive bosses: "When asked for a word from Adoi, we felt honoured but we felt that the deserving people to express their feelings were the team as they are very much the engine and soul

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of the company. They deserved this." One of the team members: "One of the most memorable moments on that night was when our colleague, was congratulated by his friend. Rather than laughing it off shyly and saying a simple thank you like everyone else, he said, 'yeah, it's about time!' How true. For a long time, we have tried to change the face of the creative industry in Malaysia and finally, on that night, our passion was recog­ nized. Yes, that was MC2 night to all of us. Our work is our playtime."

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•BY RAJESH MENOai I was in Kuala Lumpur during the last week of Sep­ rise to welcome the surprise Chief Guest - the extember, and found out that the MC2 Awards (the PM of Malaysia, Mahathir Mohamad! That's a Malaysian equivalent of the AAA) was, coincidenfeather in Ham's turban! tally, to be held on September 30th at the Kuala Lumpur Convention Center (KLCC). 8.03 pm: False alarm. He's not here yet. But the Being too good an opportunity to pass up, I MC says he's now coming up the escalator... so managed to wrangle a free pass to the event from everybody rises again. Dean with the promise of an independent, unbi­ ased, outsider point-of-view article on the show... 8.04 pm: Damn! It was a major con! The MC can so here goes! see how cold everybody is, so this is his way of get­ ting the circulation going (or so he says...). Anyway, 6.00 pm: The show is meant to begin at 7.45 pm the show has begun - with a taped speech from and KLCC is reportedly a 30-minute taxi ride away Bob Scarpelli, the head of DDB Worldwide. from my hotel. So I decide to leave early to check out the Finalists on display. I'm excited about get­ 8.06 pm: The first award of the evening is ting to see the top ads in Malaysia! announced - a Bronze to Sil Malaysia for Print. Fol­ lowed by one more Bronze, and a Silver, and one 6.48 pm: Stuck in bumper-to-bumper peak hour Gold to Naga DDB for their award-winning Nikon traffic. Seems strangely familiar. Deja vu? ad. And that's theend of the Print category. Shades of Indonesian advertising award shows...! 7.15 pm: Finally made it to the Centre (and I use an upper-case 'C' because this place is enormous. 8.12 pm: The Outdoor category. Lots of good stuff. And beautiful.) Quickly make my way to the Plenary And lots of metal awarded - heaps of Bronze, Sil­ Hall auditorium thinking "Damn, I'm late, I won't be ver, and a Gold to McCann for their well-known able to get a good seat...". But advertising people (and awarded) PlayStation 'Bubble' bus shelter being the same everywhere, nobody seems to be ambient. Seems like the Malaysian creative focus on time, except for a crowd of students who have this year has been on outdoor... must be the effect filled the back rows. Lots of empty seats in front, so of last year's Cannes Grand Prix to JWT! I quickly bag one. All settled. Let the show begin. 7.18 pm: What brand of air-conditioners do they use in Malaysia? This massive auditorium is freez­ ing! There's even a sort of mist forming up front near the stage... I decide to unobtrusively follow some of these student types out where its warmer for a smoke. 7.43 pm: Back in. People are still trickling in. So far, no major difference with Indonesia... According to the schedule, some VIP's are supposed to be com­ ing in - spot Ham and Kim Shaw from Campaign Brief... not them, surely?! 7.48 pm: The hall is filling up, but obviously other people feel as cold as I do - as many people are going out as coming in... probably to the loo! And the secret behind the mist is revealed - it's a smoke machine... is there going to be a song-and-dance a la the Citra Pariwara? 8.02 pm: Ok, here we go. Just 15 minutes late not bad. The MC's on stage and he's asked us to

provides a glimpse of things to come at next year's AdFest. The Thais dominate, as usual - some great stuff for Carrefour; and watch out for work from Jureeporn's new agency - JEH! 'Big Ad' for Carlton Draught from Down Under was another Gold win­ ner - if you haven't seen it yet, you're missing one of the bravest (and funniest) ads in recent times! 9.23 pm: Finally, its time for the Best of the Best... and it goes to McCann for their Sony PlayStation 'Bubble'! Huge roar of excitement from them (who've turned out in force - obviously must have got wind earlier... more shades of Indonesia!). Agency of the Year goes to Saatchi's and McCann-Erickson Advertiser of the year - Sony PlayStation. Top Gun/Hall of Fame - Ted Lim of Naga DDB. 9.30 pm: It's all over; bang on schedule. Must say it's a refreshing change to attend a Creative Awards Show that's just that - focused on the Creative Awards! No extraneous song and dance stuff to distract attention (though what was the smoke machine for, then...?). Anyway, off to the buffet din­ ner that's laid out on another level of the massive KLCC.

And now for Radio... disappointing. No Gold, and just one Silver! Onto the DM category - not too much here either. But a Gold to Saatchi's for their Breast Can­ cer 'Missing CD' DM. Followed by the Design cat­ egory, the Integrated Campaign category (no awards!), and then Interactive - which seems to have been another area of focus for the Malaysians!

9.42 pm: Made it after fighting through throngs of excited Malaysian ad people. The Print and Poster Finalists have been thoughtfully laid out on tables outside the dinner hall, and it beats me how some of this stuff didn't win metal! And on overhearing snippets of bitching and grousing around me, I can see that some of the crowd don't get it either...

8.57 pm: And its finally time for the Film catego­ ry.... You can see that there's been some effort to 'Malaysian-ise' the films (though the 'Thai look' inspiration is evident). And there are a few dubious winners for a kick-boxing school, a Wushu tourna­ ment etc... however, full points for trying! The much-vaunted Toyota ad from Saatchi's wins just Silver. No Gold in the category... murmurs of dis­ belief fill the room.

11 pm: Dinner and drinks done, and the crowd is moving on to the next party. It's been an interesting night - an eye-opener in many ways. What I'm left with is the distinct impression that we in Indonesia had better get our act together if we want to com­ pete on the world stage - the Malaysians have clearly set their standards far higher than we have. They've won Gold at Cannes in DM, in Outdoor, Sil­ ver in Print and TV so far, not to mention all the var­ ious other international shows they've won at... and what have we got so far?

9.12 pm: Here's a new category - the Campaign Brief/MC2 Award (this year, for Film only), open to entries from all around the region. A great idea - it

A sobering thought.

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UPCOMING EVENTS/WORKSHOPS NOV 15 - 16™ 2005, SINGAPORE BEYOND 2005 The Global Summit for Creative Industries. For details, e-mail ham@pop.jaring.my NOV 17™ 2005 ADOI Interactive Workshop By Liew San Yen, Partner and Founder of (if) Interactive. NOV 18™ 2005 Kancil Awards, KLCC NOV 20™ • 24™ 2005 AdAsia, Singapore NOV 25™ - DEC 3RD 2005 Malaysian Video Awards Festival DEC 3<® 2005 ADOI Starcom Mediavest Symposium By Jeff Seah, Rajesh Mahtani, Mark Bowling and Chloe Neo, Parkroyal Hotel DEC 3™> 2005 Malaysian Video Awards Night

ISIMON BEAUMONT simonbeaumont@email.com

Dear Si, I have one client who insist that every piece of ad we do for him/her is a 'lifestyle' ad. This means showing pretty pretty pictures of people smiling and laughing, usually in a cafe or some such 'trendy' place. I have tried very hard to educate my client that this is not good for the brand as it does not present any product bene­ fit or 'unique selling proposition' or anything to make his/her brand different from his/her com­ petitor. I would like to know what is your hum­ ble opinion of such 'image' ads?

My only caveat is that image alone is not enough. Fashion brands rely on hagiography, pub­ lic relations, endorsement, product placement and a whole host ofthrough-the-line tactics to buttress their reputations. Who wore what on which red carpet and the buzz on the catwalk matter as much as the advertising campaign. And it is just as tightly managed. Similarly, what is not said in your ads need to be said somewhere else. So while you're busy shooting hot babes in exotic locales, take time between daiquiris to remind your client to keep his PR sorted.

Ideaman Dear Ideaman, I don't have a problem with lifestyle or image ads perse. They can be a good way to attach spe­ cific ideas and feelings to a brand. All you need is a clear strategy and a great art director. And any­ way, there are all kinds of ideas, including executional ones. In fashion ads it's all sexy people wearing the product (or the product alone), a logo, usually mas­ sive, and a list of stores. Nevertheless, this type of work has helped cre­ ate some of the most desirable brands in the world. All pretty well differentiated too - CK ain't DKNY and Versace will never be mistaken for Armani. My humble opinion is that you should embrace this image ad thing and have some fun with it Take all the energy you would devote to coming up with 'the idea' and dedicate it to mak­ ing memorable images.

Chin-chin, Simon Dear Si, I hate getting up to go to work in the morn­ ing. I hate trying to drag myself out of bed.I hate trying to do up my tie. I dread starting my car. I despise sitting in the jam at 8 o'clock. And actu­ ally walking into the office? Brother, I want to cry. Is it the boss? (The guy is so weak.) Is it the clients? (I think they are only pretending to be so stupid.) Is it the creative? (Complain complain complain!) Si,I think it is that I HATE ADVERTIS­ ING. What should I do? P. Dear P, Something else. Si

BREAKING NEWS OGILVY PARTS WITH MAXIS! IN a significant industry development, Ogilvy & Mather KL says goodbye to the Maxis busi­ ness purportedly worth almost RM40 million (minus Hotlink which is handled by BBDO). In a brief statement, Zayn Khan Managing Director, Ogilvy & Mather Malaysia adds, "After 2 years of working together, Maxis and we have decided not to re-new the partnership. The main reason is differing views on the brand and how to approach the business. We have

had a very fruitful partnership and have pro­ duced strong, award-winning campaigns across Corporate, Post-paid, 3G, Enterprise, Loyalty and Hotlink (prepaid). We will continue to work with Maxis until early January 2006. We have several exciting campaigns in the pipeline and will continue to uphold our high standards of strategy, creativity and profes­ sionalism." It is believed that the business will be up for pitch sometime soon Ogilvy & Mather will most probably not participate in that exercise.

"The secret to creativity is knowing how to hide your sources" Albert Einsten

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RECENTLY ACNielsen conducted a study in 38 markets in North America, Europe, Asia Pacific, Latin America, and South Africa to provide an under­ standing of consumer attitudes towards private labels. Internet interviews of 21,261 consumers were conducted between April 11 and May 10,2005. Sev­ eral questions asked to uncover attitudes to quality and value as well as image, perception and positioning. Based on the results of the study, two thirds of global consumers con­ sider Supermarket Own, or 'Private Label' brands to be good alternatives to other brands, with as many as four in five consumers considering this to be the case in the developed markets of Europe, the Pacific and North America. (see figure 1)

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The Top 10 ratings of supermarket labels were from Europe - led by the Netherlands (91 %), Portugal (89%) and Germany (88%). At the other end of the scale, eight of the bottom 10 ratings were from Asia, with Japanese and Malaysian consumers (35%) in least agreement that Supermarket Own Labels were a good alternative to other brands. In Asia, private label aware­ ness and acceptance will in part go hand in hand with the growth of modern trade in these countries. In some of these markets, where the retail landscape is highly fragmented, a lot of shoppers are only just getting used to visiting supermarkets and hypermarkets regularly for their groceries, and Private Label is still a relatively new concept for them. However, consumers globally are in similar agreement when it comes to Private Label Quality and Value for

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Money, with a global average of 69 percent agreeing they were extremely good value for money, and 62 percent considering their qual­ ity to be at least as good as the big brands. (see figure 2) When asked if they thought there were some categories in which quality mattered too much to permit Private Labels, a global average of 40 percent agreed, led by half the Latin Americans (51%) and Asians (48%). Even in highly Own Label developed markets in the Pacific, two in five consumers (41%) agreed that there were certain products not suitable for Private Label. This was also agreed with by one third of consumers in Europe (35%). Only in North America did nearly one half of consumers (48%) disagree. Consumers may be happy with the quality of Private Label when it comes to dog food, kitchen towels, sugar and flour, but are less convinced if they're considering, say sham­ poo, baby food or their favorite pasta sauce, particularly in the less developed markets. Yet retailers in North America appear to be con­ vincing consumers that quality and value is acceptable in Private Labels across other cat­ egories too. (see figure 3) As competition intensifies in-store and the perceived quality gap narrows between Pri­ vate and Supplier brands, retailers appear to have ratcheted up the quality of their packag­ ing. When asked, an average of 42 percent of consumers disagreed that Private Label products had cheap, off-putting packaging, led by half the Europeans, 46 percent of North Americans, and 45 percent of con­ sumers in the Pacific. Across Europe, cheap packaging is cer­ tainly not an issue for retailers in Germany, Austria and Finland, where over two thirds of consumers disagree that Private Label packaging is cheap-looking. At the same time, there appears to be a packaging redesign opportunity for retail­

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ers in South America, Latin America, and Asia, where 44 percent, 40 percent and 38 percent of consumers respectively agreed that Private Label packaging was cheap-looking and offputting. This was particularly felt in Hong Kong, Malaysia, Mexico, the Philippines, Poland, South Africa and Turkey. Just because they're cheaper, it does­ n't mean they're only meant for people on tight budgets who can't afford the best brands! When asked if they thought Private Label products were meant for people on tight budgets who can't afford the best brands, a global average of 42 percent dis­ agreed. This was particularly felt by more than half of consumers in North America (56%), the Pacific (54%) and Europe (50%). Heading the top 10 ranking, two thirds of consumers in Finland (72%), Germany (66%), the Nether­ lands (65%) and Sweden (64%) also dis­ agreed. (see figure 4) Furthermore, in developing markets, more than two thirds of consumers in Taiwan, Malaysia, Indonesia and the Philippines agreed that Private Labels were for those who couldn't afford the 'best' brands. Partly this could be attributed to a lack of understanding about retailer brands in many of these devel­ oping markets. In Malaysia and Taiwan for example, nearly half of respondents also agreed that they didn't know enough about them to want to try them. This survey has clearly shown that the longer consumers have been exposed to Pri­ vate Labels - in terms of years in the market and penetration as a percentage of in store total category volume sales - the better they think about them. Conversely, in markets where Private Labels are less developed, con­ sumers know less about them, and assume from their packaging and price that they are of lesser quality, and aimed at people who can't afford the bigger brands.

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"Our path forward in this spending 7.8 billion dollars on increasing digital-dominated flash banners, shoskeles, ecommunication world will mail marketing, expandable depend heavily on our intel­ banners, search engine mar­ lect, and our dare to put these keting, online sponsorships, new thoughts into trench the list goes on. From 0 to 7.8 operations, so think, or we billion in 10 years is one heck might become extinct." these of a growth don't you think? are the words of Jeffrey Seah, And this is in the United Ron Chow, SMG IP Facilitator Managing Director of SMG IP States alone. Digital Services. With the advent of digital With an increasingly digital dominated world, marketing the 'Consumer + Advertising Message' Jeffrey has clearly stated the need for a shift in the interaction can take place near real-time. Over here mindset of the industry. The question is, "do we do in Starcom Mediavest Group, we believe in 'Expo­ new, different things in the same environment or do sure + Engagement = Experiencing' the brand we do the same old things in different environ­ (Moving more strongly into creating brand encoun­ ments?" aptly worded by Jeffrey. SMG IP, Starcom ters that result with a deeper "reach") Mediavest Group's digital marketing division seems Importance in today's advertising? I believe that to be encompassing new ways into the old world, it is imperative that we (agencies, marketers, brand to evolve as one. They have grown beyond offering teams, clients) move into this space with an open just the service of online media planning and buy­ mind as it is soon-to-be / already a 'do / die' situa­ ing, but also a range of skills based within emerg­ tion. The reason I say this is because con­ ing media such as gaming, search engine market­ sumers/target audience/eyeballs are already ing and wireless devices. With the integration of embracing this space, they made a conscious SMG units Play (gaming) and Digits (wireless choice to utilise this media, which they have 'con­ devices) they also offer media services in any area trol' over and we as communication architects will within the digital landscape. follow. The world today forces us to be consumerSMG IP has managed to translate the latent centric in thinking. potential of the Digital world into real business serv­ ices. Here, the internet is not used in traditional How do you define interactive? How is a Media media, but also integrated with interactive commu­ specialist's view different from an advertiser / nication strategies for further reach and efficiency. agency? Are we ready for their radical ideas? It is the nature of the environment that allows Its Malaysian counterpart, SMG IP headed by us to manage that interaction that makes it inter­ Ron Chow, has been spreading their ideas and active, the ability for the 'Target' to manipulate and methodology locally. Part of his challenge has been effectively 'see/feel/smell/taste' the communica­ to educate and adapt these radical ideas to meet tion message. The digital marketing arena local needs. Adoi finds out in a Q & A, what Ron has moves us towards relationships based upon cus­ to say about Interactive Media. tomized product offerings and tailored messages. Marketing is not only persuasion anymore (old When was interactivity introduced to advertising school of thought, one-sided communication). and its growth trend? What is its importance in Marketers must develop a new set of conceptual today's advertising? skills related to analysis, the skill that permits the I would like to start off by changing the words design of customized product offerings and tai­ we use, rather than wording it as interactivity, I lored messages. They must learn how to commu­ would prefer to use digital marketing. When we say nicate with customers, listening to them as well as digital marketing, all the opportunities created by replying. new technology will fall into this category and it is by As the CEO of Starcom Mediavest nature, interactive. Group/Publicis Groupe Media, Jack Klues said, On when it was first introduced to advertising, "The worst thing we can do is limit our under­ it is hard to say but just to let you have an idea of standing of the future to gadgets and technology. the timeframe we are looking at. The first banner Those things will churn constantly, but they com­ ad appeared in the year 1994, in the US. Devel­ prise one tactical piece of a much bigger puzzle." oped by AT&T in their 'you will' campaign on As digital marketing is becoming more promi­ Hotwired. And in the following 10 years we are nent over the course of time, marketers have

Paul Temporal Managing Group Director. Temporal Brand Consulting

Tony Fernandes Director and Group Chief Executive Officer, AirAsia

Noriyuki Shutto Executive Advisor, Dentsu Inc., Tokyo

Three radically different individuals. Yet all three of them have one thing in common: They have successfully established themselves in Asia and around the world. As guest speakers of ADASIA 2005, they will be sharing their wealth of knowledge of the Asian marketplace, as well as provide you with new ideas and strategies to win in Asia. So don't miss this opportunity to join these three individuals and the other distinguished speakers at ADASIA 2005. After all, can you afford to miss what they have to say? Conference fee is US$1,100. Register by 30 September 2005 for an early bird discount to save US$100! To register, visit www.adasia2005.org.sg, call (65) 6296 5510, fax (65) 6296 5570 or email: adasia@tegworld.com

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ASIA'S PREMIER ADVERTISING AND MARKETING COMMUNICATIONS CONGRESS ADASIA 2005 * 20-23 November 2005 * Suntec Singapore

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Supported by: Creative Industries Singapore • DesignSingapore Council • Infocomm Development Authority of Singapore • IE Singapore • Media Development Authority Singapore • Singapore Exhibition & Convention Bureau • Uniquely Singapore Organised by: Association of Accredited Advertising Agents Singapore (4As) * Association of Broadcasters (Singapore){ABS) * Advertising Media Owners Association Singapore {AMOAS) - Singapore Advertisers Association (SAA) Under the auspices of: Asian Federation of Advertising Associations (AFAA) Managed by: TEG Worldwide A partner o,; cr»4t,t0 tfte e«jSe

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expressed concern that the technology would begin to take the place of an engaging brand experience. I believe that new technologies would spawn new innovations in such a way that marketers could extend the brand through dynamic chan­ nels with the target audience. We are also enhancing the consumer's brand experience through a richer understanding of their desires, behaviors and attitudes measured by near real­ time interactions. These sorts of interactions would allow marketers to architect tailored con­ sumer experiences that would differentiate the brand from its competitors and deepen the brand's relationship with consumers. As technology becomes more ubiquitous, allowing us to interact anytime and anyplace, consumers can become fully immersed in brand experiences. The Holy Grail would be allowing the consumer to become part of the brand and live the brand. What is Starcom's take on the growing world of interactivity in advertising? The stance that Starcom is taking on the growing world of interactivity is clearly forward thinking. The dynamics of the digital world are changing daily, and therefore today's perfect solution will be outdated tomorrow. Because of

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"... When consumers are in this state of mind, they are more likely to remember your brand and your company, thus feeling good about both. With that, they are more likely to come back, visit again, recommend to a friend and engage in a desired response..." - Ron chow the rate of change, merely reading about this stuff is useless; you've got to be a pioneer and thought leaders. We have to remove all past perceptions / bar­ riers and look at it with an entirely open mind. You do not want to be tied up with one mindset because the dynamics of this new form of adver­ tising. An example would be the ever evolving forms of buying the media. In the beginning simple things like Online advertising used to be sold via CPM (cost per thousand rates), moving on to CPC (cost per click) and now we are moving into CPL (Cost per lead rates), all these changes within the last 3 years just on one form of property. Starcom already works on interaction measures, things like CPC (Cost per clicks) and even moving towards CPL (Cost per leads). We have all heard of the 'holistic' plan. What we at Starcom hope to achieve is to help develop 'holistic mindsets'. We do not believe in segregat­ ing the digital world with the traditional world, thus our aim is to educate everyone. A mind with the necessary knowledge to weight the pros and cons of all forms of media (inclusive of the newer tech­ nology enabled media), taking all these and com­ ing up with a strategy whereby all media reinforces each other to communicate the message. How can interactivity best be applied in adver­ tising/ to complement a campaign? What was its effectiveness and rationale? There are no formulas for media; It will always be customized solutions based upon Consumer Insights. We would want to get consumers into what I call the holy grail of interaction, this is what hap­ pens when consumers find themselves interact­ ing with a chain of responses, having fun, becoming totally immersed in the exchange, and enjoying the experience enough to want to do it over and over again. When consumers are in this state of mind, they are more likely to remember your brand and your company, thus feeling good about both. With that, they are more likely to come back, visit again, recommend to a friend and engage in a desired response. Here is a campaign which showcases exactly what I am talking about. The Campaign Malaysia Airlines' new global advertising cam­ paign 'Over 100 destinations across 6 continents' aimed to establish the airline as a global carrier with a vast network of destinations and connectiv­ ity both important elements of consideration amongst frequent travelers. The challenge was to

lift the Malaysia Airlines brand to a greater two way interaction level which allows the airline to drive the key message more effectively. The Execution The strategic communication solutions were based upon the fact that holiday seekers nowa­ days are presented with a vast range of choices in holiday planning. Frequent holidaymakers are jaded with all the destination offerings. They wanted to be able to tailor vacations to their own specific needs and the flexibility of choosing their own ideal holiday destination and packages. We created an innovative online contest idea, reaching out to seasoned travelers seek­ ing the 'Dream Getaway'. We empowered the visitor to craft their own dream getaway and appreciate Malaysia Airlines extensive network. The microsite was suggestively called www.createyourdreamgetaway.com, a viral component was also part of the strategy to increase reach. Partnerships were also formed with CNN, Time and Fortune to leverage on their subscribers email database. The Results We won the 'Best Use of Internet' Silver at the inaugural Malaysian Media Specialist Award, the work speaks for itself. How do you foresee the growth of interactive in advertising? Would it simply be another trendy hit like the dot.com bubble of other­ wise? Let's talk specifically about Malaysia; we have massive potential for Interactive Advertis­ ing. The reason I say that is because of the potential growth that is still expected of us, Malaysia currently has over 8 million users online, about 1/3 of the total population. This is twice the population of Singapore. On top of that, Malaysia's broadband subscriber market is expected to grow at a healthy compound annual growth rate of 32.9% from 2004 to 2009. The mobile phone penetration rate is now surpassing the 60 percent mark. The statistics are one part of the equation, but by just looking around, we can see how tech­ nology has deeply penetrated our daily lives. It is so intertwined that it is practically impossible to live without it anymore. Do you think we are going to throw away our laptops, internet connection, and mobile phones? And for us advertisers / media agencies, we want to be where the 'con­ sumers' are. Bubbles will come and go with hype, but these will just be temporary set backs. The only direction that Digital Marketing will be going is up, and that's a fact.

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Open Forum

4As hosts industry leaders in open dialogue with Minister •BY THE HAMMER

IN an unprecedented development, 4As President Datuk Vincent Lee and his team successfully initi­ ated a face-to-face meeting for industry leaders, the Association of Accredited Advertising Agents (4As), Malaysian Advertisers Association (MAA) and PPFIM (Persatuan Produser Filem Iklan) earli­ er this month with the Minister of Information YB Dato' Seri Abdul Kadir bin Sheikh Fadzir. Held on Oct 4 at the Petaling Jaya Hilton, the meeting attracted over 50 senior players in the ad industry from all over the country to share and dis­ cuss their views and concerns with the Minister in an open forum like never before. And the outcome was most encouraging. The Minister, who was welcomed as a 'friend of the industry', was most receptive to suggestions and feedback brought to his attention in the presence of other Ministry officials. The theme of the dis­ cussion focused on 'Creativity'. Datuk Vincent opened the dialogue with a brief presentation on the role of creativity in building brands, in particu­ lar Malaysian brands. "We are pleased the Minis­ ter agrees with our agenda of promoting creativity in the advertising industry. Malaysia is now gaining a reputable standing in the international arena, but we need to make a quantum leap to really stake

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our claim as a hotbed of creativity in Asia," he con­ cluded later. Questions raised revolved around the need to be open and sensible in promoting strong ideas while upholding social and cultural values. Lowe

& Partners MD, Khairudin Rahim (above) explained that "We, in the advertising business, are professionals and are absolutely sensitive to what our consumers like or not. We are Malaysians too and would not create ads that will backfire on ourselves and our clients' brands. Malaysians are smart and discerning, so let's not

belittle their intelligence by second-guessing what they should or should not see in ads. The inspiration for great ads is real life. We want to mirror life as it is. We need a supportive, liberal, regulatory environment if Malaysia wishes to become a world class hub of creative excellence" The Minister was equally supportive, saying "It is not our intention to reject television adver­ tisements just because they are creative. We are reasonable people and look forward to creative ideas. For example, I don't see anything wrong with doing one commercial which incorporates three or more local languages. I will also be relooking at the advertising code in this regard," he added. Ministry of Information officials who were present were also very helpful in handling ques­ tions from the floor. They were encouraged by the outcome and suggested more dialogues of this nature in the future. Kudos to the 4As for orchestrating this ground-breaking exchange and ADOI looks for­ ward to future discussions on other pertinent industry issues on an ongoing basis. At last the industry has a forum to interact with the authori­ ties in a transparent and informal manner. Bravo!

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DirectMarketing

DRAFTIN( • BY MONICA WONG

ON the international scene, Draft is rated as the number one integrated marketing agency with 38 offices in 24 countries. It is the only integrated mar­ keting agency to win a 5-star rating from Ad Age. Draft Malaysia, however, has only been making its presence felt steadily on the international awards scene in the last 18 months. It picked up Gold and Silver awards at the John Caples Awards, ABME Awards, a Leader Award at ECHO International, Gold, Silver and Best of Country at PMAA and Bronze at DMAM. Draft Malaysia has also been nominated for a finalist for a Cannes Lion Direct, and some of its work achieved the rare honour being voted by the US DM Association as "One of the Six Campaigns that Sparked the Imagination' in 2004. Their latest business win has followed a sixway pitch for the blue-chip Malaysian Airlines Enrich Frequent Flyer Programme. Where was Draft Malaysia before all this? Apparently, it has been laying low while undergoing major house cleaning. Approximately two and a half years ago, Draft went through an Asia-wide reshuffling in which Draft Malaysia shrank from a strength of 30 to a team of two, with Sean Sim tak­ ing the helm as MD/ECD. Having previously helped

m aDOIMARKETINGCOMMUNICATIONS

set up Rapp Collins, Sean took up the challenge to rebuild Draft practically from scratch. With only one staff and one client, HSBC, to start with, he defi­ nitely had his work cut out for him. Within a year, however, he managed to re­ establish Draft's relationship with Lowe, also under the Inter-Public group. Staff strength grew to five and three additional clients including Mantissa Col­ lege and Digi were added to the list. Today they're on a firmer footing and, with a team of 15, accord­ ing to Sean "ready to go all out now to win awards and clients." How did Sean get from there to here? Adoi finds out in a chat with him. What is your definition of DM? Sean: Direct marketing is an interactive system of marketing that uses an integration of communica­ tion channels to generate a measurable response. It is characterized by one word - accountability. Due to the pressure of ever-rising client expec­ tations, the DM agencies of today have evolved into "marketing services agencies" offering a whole lot more than just licking stamps and stuffing envelopes. The list of integrated services tends to include direct response advertising, database mar­

keting, CRM consultancy, digital and in some agencies, even PR. My belief is that the best marketing services agencies in the world must be able to combine great creative brand-building ideas with the resultsoriented sensibility of DM to create demand for the brand. At the end of the day, it's about growing the business and driving sales. Right? What was the journey like? Sean: Two words - damn tough. The closest that I can describe my early days on the job was very much like someone handing you a shovel and pointing to the rear of the elephants' cage. Trying to rebuild an agency from scratch should come with a Ministry of Health warning sticker: CAN CAUSE PREMATURE BALDNESS. It was tough because I had to wear two hats as MD and CD (which I still do) - it helps when you're able to multi-task. Plus, I have a stubborn streak and I don't give up easily Today, the perseverance and hard work has begun to pay off. And I'm glad to say I still have most of my hair. Your greatest challenge?

Sean: There were quite a few, actually. Firstly, recruitment. Good people are the cornerstone of any agency. And good people are hard to find especially if you add in the criteria of being nice as well (yes, life's too short to be spent working with a**holes). I count myself very, very lucky that I had very talented and nice people working with me. Draft couldn't have gotten where we are today without them. Secondly, jump-starting the partnership with our sister agency, Lowe. It was fluttering along on life-support when I took over but thankfully Khairudin Rahim (MD of Lowe) and I have great respect for each other and that helped pave the way for the fantastic working relationship we enjoy now. Next was getting in revenue. Some major clients we worked with were Winston, HSBC and DiGi. Recently, we had new clients like New Zealand Milk and ICI Paints coming on board. We also just won the Malaysia Airlines Enrich Frequent Flyer program in a pitch between Draft and some of the top DM/CRM agencies in town - Arc Mar­ keting, Bates 141, Wunderman and Rapp Collins. Working with blue-chip clients and winning pitches

helped rebuild the agency's reputation in the mar­ ket. As well as winning awards. In the last 18 months, Draft has picked up numerous awards at the top DM award shows around the world. We won two Seconds and a Third Place at the Caples, a Leader Award at the Echos, Gold and Bronze at the Asian Brand Mar­ keting Effectiveness Awards (ABME), Silver and Bronze at the DM Asia Awards, a finalist at Cannes Lions Direct, two Golds, one Silver and Best of Country at the Promotion Marketing Awards Asia (PMAA) and a Globe at the Marketing Agencies Association (MAA) Globe Awards. How do you keep your team and yourself moti­ vated through hard times? Sean: We had a simple, unshakeable belief that we can, and will be, the best in the business. Of course, there will always be some detractors lining up to take potshots. But that was fine with us because we initially wanted to keep a low profile. The priority was to fix our internal plumbing first. Now you can finally see the results of our hard work bearing fruit - turning around an agency and mak­ ing it into an internationally award-winning one.

Mark Twain once said, "It's not the size of the dog in the fight, but the size of the fight in the dog." I constantly tell my people that you don't need a large team to succeed. Plus, I like being an under­ dog. You've got the advantage of surprise. They won't be aware until they feel your teeth sinking into their balls. What has been your proudest moment? Sean: Other than winning a host of awards? I would have to say it was when the US DM Associ­ ation's Insider magazine voted our work for Man­ tissa Institute as one of the "Six Campaigns that Sparked the Imagination in 2004". Culled from the thousands of Echo award nominees, we were the only DM agency in Asia to make the list. What are the future plans of Draft? Sean: The journey's not over yet. We're still seeing how far we can push ourselves. We've got a good foundation now, both in terms of client base and awards, and we hope to use that to springboard to bigger things in 2006. Whatever it is, I would still like to keep Draft lean and mean to maintain our com­ petitive edge.

dDOl MARKETINGCOMMUNICATIONS M

Opinion

IF 95% OF ALL ADVERTISING IS CRAP, WHAT ABOUT DIRECT MARKETING?

•BY KURT CROCKER CREATIVE DIRECTOR DRAYTON BIRD, CROCKER & MANO

A couple of years ago, Mark Waites, creative direc­ tor at Mother London and one of this year's MC2 judges, was quoted in an online article at Boardsmag.com. "Advertising is like every other creative endeav­ or: 95% of the results are shit," he reportedly lamented. "You get blamed for everybody else's bad work, which is ironic, because I don't think Michael Stipe gets blamed for the Backstreet Boys. For the musically challenged amongst you, Michael Stipe is the iconic and enormously talent­ ed lead singer/songwriter of the still-going-strong rock group R.E.M. And the Backstreet Boys are, well, the Backstreet Boys. I cannot respond with "Yeah, I know the feel­ ing", because I'm not even close to a realm where I would assume myself the Michael Stipe of the Direct Marketing world. And yet, just a few days ago, my brother, the ever-testy Patrick Teoh, laid the 95% crap label on Direct Marketing in Malaysia, and called on me to account for it. First of all, I could not disagree. Just as no one who loves great advertising could disagree with Mark Waites. All you have to do is open your eyes to see the vastness of bad work being done under the banners of Advertising and Direct Marketing DM being simply another form of Advertising. Mark may be currently blameless for bad advertising (he does assume, though doesn't quite

OPEN LETTER TO 4AS THE demand for copywriters in Malaysia is very big. There is a lack of writers. It is said that the mar­ ket is spoilt, that because there are not enough writers, writers are overpaid. They come across as greedy, hopping from one firm to another like hun­ gry, fat fruitflies. How did this happen? In the opinion of a copywriter, because the art of mentoring has by and large been lost in the hall­ ways of our ad agencies, this has resulted in the wail of many a creative director at the state of pen­ manship here. Have you been to Barang-Barang? You will appreciate the quality of every piece of furniture, as well as bric-a-brac. Carpentry is an exquisite skill. Years of whittling at wood, hammering nails flaw­

m aDOIMARKETINGCOMMUNICATIONS

remember, that his first ad was "embarrassing for sure"). But there I was, face-to-face with Mr. T, being held responsible for the worst of this coun­ try's mind-boggling Direct Marketing badness. Maybe you do get blamed for everybody else's bad work. I couldn't help thinking, though, that my contemplated "voice in the wilderness" defense shouldn't fly. The dynamics required for brilliant cre­ ative work — responsive or not — are still graspable in Malaysia, despite real or imagined road­ blocks. So let me stay on a positive track as I attempt, again, to identify and topple down some of those roadblocks... Timidity I have heard, many times over the years, that bold, outrageous, and therefore frequently awe­ some advertising is impossible in Malaysia. Clients won't buy it. Agency teams — including creative— won't sell it. And it's too often culturally unaccept­ able. It is time to stop being scared about who'll think what and just do it. Arrogance Too many people who know too little don't lis­ ten to those who know much more. In some cases, the small-minded in positions of power actually believe they have the capacity to reach the right

lessly into measured points, thoroughly applying correct glue and paint, is how a carpenter learns to 'carpent' properly. Copywriting - the art of selling through words - requires no less dedication. The sad part is, young writers are given crap training in advertising colleges and (hell, yes) ad agencies. Our intern­ ship programmes largely involve coffee-making and photocopying briefs. (You aren't laughing aloud because you know this to be true.) I hope for your karma's sake you have given interns bet­ ter treatment. Now this is really going to hurt. Sorry. Young writers are given huge accounts upon employment and little real time-out with the seniors to develop their thinking and writing. Seniors them­ selves are too wrapped up with work and have no energy left at the end of a hectic day to offer rea­ sonable direction or coach their writers. Some are just too caught up about their own hype to care.

conclusions. In most cases, it's a positioning tac­ tic, intended to solidify their proximity to the pole. If you want to leap ahead of these annoying blockheads, make the effort to play their silly games. But always keep your eye on the finish line. Greed Quick money is the reason why so many brand leaders are currently engaged in promotional piss­ ing contests with their competitors. There is noth­ ing wrong with a promotion. But you cannot con­ duct a free toaster war without a vividly clear idea about where you are taking your brand, long-term. Never lose sight of your brand's future, even when you're being tactical. Sloth Where have all the lean and hungry gone? There has been a stark and frightening change of attitude through all levels within agency and client organisations. It seems that many believe that "looking busy" is the best guarantee of a salary increment and upgraded job title. And yes, all this "motional" effort ends up pro­ ducing results that are "95% crap". More emotion. Less motion. Please, find the passion once again, and — employers: reward accordingly. Underexposure You've probably heard the old advertising chestnut: "Search the world and steal the best." Well, don't do that. But more of you who create advertising should make a concerted study of work that has been judged stunningly effective. Be inspired by the courage of it, imagine the thrill of the creative process involved, ponder the richness and rewards enjoyed by everyone who said, "Yes!". Then come up with your own ideas that make theirs look pale by comparison. There is some unfounded belief that these jun­ iors will somehow produce the right copy tone overnight. That, magically, the correct brand character will be found on copysheets the next morning. What does happen next in the agency and the heart of the writer falls in the following order: Missed deadlines. Screaming client servic­ ing. Immense self-doubt. Letter of resignation from the weaker in spirit - or smarter ones. In store for those who stay - a long, painful process of trial and error to write right. Painfully obvious is the fact that much of this can be avoided given thoughtful introductions to the brand, its previous and present advertising style, and clearer dos and don'ts. Is it not surprising that if you were a copywriter and had to undergo years of learning by looking stupid for no good reason, that you will demand money - big stacks of it - when you have stepped into bigger sneakers? You know the answer. The advertising business can make the writer market more reasonable by bothering to mentor new writers in the craft of copywriting. And by giv­ ing them the grace and space to learn. If not, cornpassionless and selfish senior creatives will keep paying dearly for being so. Joel Lim

Get inside the mirids of 10 of the world's most influential creative thinkers,

BEYOND 2005

Bob Isherwood Global Creative Director, Saatchi & Saatchi Worldwide //Jeremy Langmead Editor-in-Chief, Wallpaper* II John Howkins Author, The Creative Economy II Malcolm McLaren Founder, The Sex Pistols // Martine Sitbon Haute Couture Designer // Rem Koolhaas Awardwinning Architect // // Shekhar Kapur Award-winning Director // Tham Khai Meng Co-chairman, Ogilvy & Mather Asia-Pacific // Wykidd Song Director, Song+Kelly21 // Yasmln Ahmad Film Director, Malaysia //

BEYOND 2005 IS ASIA'S MOST INSPIRING AND PROGRESSIVE FORUM FOR CREATIVE THOUGHT LEADERSHIP AND APPLICATION. This November, get inside the minds of some of the world's most influential creative thinkers as they deliver invaluable insights into the trends, opportunities and implica­ tions facing the creative industries today. This is your opportunity to connect and interact with world leaders in the fields of the arts, design and the media. THE GLOBAL SUMMIT FOR CREATIVE INDUSTRIES 15-16 November 2005 Empress Place Attractions, Singapore

Ministry of Information, Communications and ihejlrts

Global BrandForum Singapore

To register, or for more details, visit our website at WWW.beyondsummit.sg Alternatively, email angie@ham.com.my or call +603 7726 2588. The organisers fully reserve the right to make changes to the Beyond 2005 programme flow, speakers and topics without notice.

SPONSORED BY

SUPPORTED BY

FORTUNE

SAATCHI & SAATCHI

Research

CRUNCHING

NUMBERS •BY MONICA WONG

Literacy

Media Reach Trend

All 15+

'000 14,000 12,000

94

10,000

94

85

.—— 86 84

84

49

49

50 26

JI

84 56

52

53 —

4,000

25

26

26

25

27

2,000

6

6

7

7

8

8,000 6,000

95

95

94 94

-

* 86

n

fp

000 14,000

7

~*~Any Language -•-Bahasa Malaysia English -•-Chinese

Base (000): 11,212

2001 11,422

2002 12,603

2003 12,993

2004 13,139

Nielsen Media index

Television (Yest)

10,000

-Radio (Yest)

8,000

Dailies (Yest)

6,000 4,000 2,000

-•-Tamil

0 2000

12,000

2005 YT June 13,284

0 2001

2002

2003

2004

Base(000): 11,422

1 2,603

1 2,993

1 3,139

8

ADSPEND is increasing. Nielsen Media Research estimates that by the end of this year adex will reach RM4.53b, a 2.5% rise over 2004 adex of RM4.44b. The first half of 2005 has shown a 4.5% increase to RM2.17b, against RM2.08b in the corresponding period last year. The newspaper adex of RM1.37b makes up 63.1% of that. That makes it one of the most sought after medium of advertising. With 90% literacy in Malaysia, the potential for its growth looks extremely bright. There has been much debate recently about the readership figures, research methodologies and the need for revision. In fact the issue has occasioned heated arguments between media owners and research companies, as readership figures guide media specialists and clients on their expenditure. So which research company's readership figures are accurate? Or, given that the number-crunchers well know that statistics are at best an approximation of the facts, which figures are more accurate? Methods of research: Nielsen Media Index To summarise their extensive and detailed methodologies, Nielsen (NMR) conduct face-to-

® 0DOIMARKETINGCOMMUNICATIONS

Nielsen Media Index

face interviews for their Media Index. They interview about 10,000 adults in a year and select households based on their master sam­ pling frame and relevant stratification. They have been using this methodology since 1969 when they started, while continuously updating their master sampling frame. However, some critics suspect that this sampling method is flawed, claiming that interviewers have great difficulty in getting adults living in the more urban and afflu­ ent homes to participate in the survey, and in particular in gaining access to guarded homes and condominiums. Publications with more upscale readership profiles feel that their num­ bers are under-estimated by Media Index, and some, including the Sun and the New Straits Times, have turned to the survey launched by Synovate in September this year, Media Atlas. Synovate Media Atlas For this new readership survey, Synovate will use CATI (computer-assisted telephone inter­ views) combined with face-to-face interviews in areas where home telephone penetration is under 70%. The company claims that the tele­ phone method will enable it to reach Malaysia's

2005 YTJune 1 3,284 10

wears t}«

Uteiaeu

affluent, urban residents more efficiently than achieved by Nielsen. "Using CATI, we will make up to 20 calls to each randomly-chosen number, the kind of persistence which is necessary in order to reach busy people, while a face-to-face approach can only achieve a limited number of calls at a person's home. Reliance on face-toface interviews risks under-estimating the size and composition of the higher socio-economic classes, resulting in a skew in the sample to lower income groups," says Katharine Davis, Synovate Malaysia. Katharine adds that Syno­ vate will be using a shorter (limited to 30 min­ utes), more focused questionnaire which will better hold the attention of interviewees. Synovate's sampling size will be the same as NMR's Media Index at 10,000. So by 2006 there will be two media research currencies in Malaysia, Media Index and Media Atlas. So the burning question is, which will win the hearts and minds of media planners? Face to face vs telephone AC Neilsen would of course insist that faceto-face interviews are more personal and more accurate, and that is why they are still used in

Readership of Chinese Dailies

Readership of English Dailies 000 1,200

1,170

000 1,200

1,123 969

985

The Star

1,000

1,113

1,144

963

1,000

877

-•-China Press

800

800 600 393

469

400 123

200 0

81 2001

Base(000): 11,422

375

307

- New Straits Times

600

-The Sun

400

107

2005 YT June

12,603 12,993 13,139

13,284

260

268

282 ,^..~-~-A31 3-»- Kwong Wah 286 277 % -*-ODN 100

238

2001

2002

2003

2004

Base( 000): 11,422 12,603

2005 YT June

12,993 13,139 13,284 22

^

Nielsen Media Index

"Using CATI, we will make up to 20 calls to each r andomly-chosen number, the kind of persistence which is necessary in order to reach busy people, while a face-to-face approach can only achieve a limited number of calls at a person's home. Reliance on face-to-face interviews risks under-estimating the size and composition of the higher socio-economic classes, resulting in a skew in the sample to lower income groups" - Katharine Davis, Synovate Malaysia

—_

—

1,479

Readership of Any Dailies

1,506 —Berita ^463 Harian

1,417

1,422 zzzjfZ— 1,470

1,400

Titles per Reader

1.28

Utusan Malaysia

•T129

1,000 800

1.27

1.29

000

1,452

1,200

privacy of high-income households and reach high-value individuals. However, fixed-line tele­ phones are not available in every household, and according to NMR, readership of any dailies in households without telephones is 44% com­ pared with 63% in households with telephones. To reduce the effect of limitations on face-toface and phone research methods, both NMR and Synovate use a combination of both. NMR makes appointments through phone calls, and Synovate uses the face-to-face approach to reach non-urban or rural readers. However, Margaret Lim, President of MSA (Media Specialists Association) and JICPAR (Joint Industry Committee for Print Audience Research) states that they are not fully con­ vinced that a combination of face-to-face and telephone interviews will automatically result in more accurate numbers. Higher readership numbers are not necessarily more accurate, she says, adding that "at this stage, JICPAR and MSA are not endorsing one methodology over the other. We will be closely monitoring both NMR's Media Index and Synovate's Media Atlas. JICPAR's main goal is to secure for the media

*

Readership of Malay Dailies

7,300

8,176

8,588

1.29 1.32 100% Market Share 9,612 8,886

Harian Metro

^831

600 ^597

400 200

-358

0

2002

75% of all readership survey in the world, despite a shift away by some print and TV Estab­ lishment surveys including NRS UK, IPSOS Europe survey, Dutch NRS, MRI USA and other research houses in Switzerland, Norway, Finland and Australia. NMR said recently that the advantage of face-to-face interview is that they enable inter­ action between interviewers and interviewees, and that the mastheads of publications being surveyed can be shown. This clearly cannot be done on the phone. However, it can be argued that prompting by the showing of mastheads is unnecessary for regular readers, and that more upscale interviewees may even feel that their intelligence is being insulted by such basic methods. Additionally, upscale people are sus­ picious of strangers, no matter how credible they may sound, knocking on their doors. NMR says it acknowledges these problems, and overcomes them by phoning these individuals to arrange for face-to-face interviews by appointment. Phone interviews, on the other hand, may well be able to better penetrate the security and

1,425

200

Malay Mail

131

Nielsen Media index

000 1,600

-A-Guang Ming -*-Nanyang

559

244^

150

139

571 + 460

Sin Chew

369 2,001

2,002

2,003

2,004

2,005

Base ('000): 11,422

12,603

12,993

13,139

13,284

20

Nielsen Media index

YT June

YT June

2001

2002

2003

2004

2005

II Gross Readers • Net Readers jtfCQVS i-HSSKWCil H»©|2©U

Pi

Base; All 15+ Nielsen Media Index

aDOIMARKETINGCOMMUNICATIONS H

Research

Readership of Malay Dailies Titles per Reader

Readership of English Dailies Titles per Reader

1,20 46% Market Share 4,421 3,723

3,536 3,028

YT June

2001

2002

3,557

3,122

2003

YT June

2004

2003

2004

2005

Nielsen Media Index

1.11

1.10

000 2,679 2'482 „ •••2,428 2,390 () i is? 19A •••2,236

2001

2002

• Gross Readers • Net Readers

Readership of Chinese Dailies

YT June

2001 Base: All 15+

Nielsen Media index

1,12

19% Market Share

000

Gross Readers • Net Readers

Titles per Reader

1.20

2002

1.12

Readership of Indian Dailies 1.12

31% Market Share 2,911 2,960 597

2003

2004

2005

Titles per Reader

1.11

YT June

® aDOIMARKETINGCOMMUNICATIONS

1.11

1.13

4% Market Share 394

2001

2002

2003

404

365

2004

384

2005

• Gross Readers • Net Readers

Base: All 15+

industry and related users, readership data that is reliable and a methodology which is relevant, transparent and effective. JICPAR has appointed our own consultant (Tan Yeong Kim) for this and are likely to work in the area of audit. In due course, JICPAR intends to make a definite rec­ ommendation to the industry." With two research houses possibly produc­ ing markedly different results, which would media specialists or advertisers choose to make decisions on? According to Margaret, "having two currencies will act as a check for each of the research companies and they will be competi­ tive. Already, I have noticed that the readership for the Sun has improved significantly in the lat­ est Q2 '05 in the Media Index. I don't think plan­ ners should complain that they have to work harder and consider which of the 2 sets of read­ ership numbers they should use. Having that should push them to look harder at research methodology and make judgement call on which they believe is the more accurate figure. They will become more effective planners." Asked if Malaysia needs better research houses or different methods, Margaret replied that, "I think we have world-class research com-

1.18

*000

• Gross Readers • Net Readers Nieisen Media Index

1.08

Base: All 15+ Nielsen Media index

"I think we have world-class research companies in Malaysia. But what we are facing is an evolving situation with changing lifestyles, with people becoming more security-conscious and too busy for face-to-face interviews to be as effective as they were 30 years ago..." - Tan Yeong Kim

panies in Malaysia. But what we are facing is an evolving situation with changing lifestyles, with people becoming more security-conscious and too busy for face-to-face interviews to be as effective as they were 30 years ago. This is also a global trend. The respondent is becoming more and more elusive. Over the long term when everything is digital and internet penetration is high, then web-based interviews would be the way to go." Despite Synovate being an associate com­ pany of Carat, Margaret (who is also the Chair­ man of Carat) has striven to be totally objective and neutral in all her evaluations and comments. Her views in this article are endorsed by MSA, JICPAR and their consultants without dispute, after lengthy meetings and thorough discus­ sions. Ultimately, however, readership surveys serve only as guidelines. Decisions will still be made based on dissecting and analysing these figures, and interpreting them through the filters of experience, insight and common-sense. But with so much publisher pride and advertising funds at stake, buying decisions and the figures underpinning them will always be hotly contest­ ed and debated.

Branding

K SIVA TURNSICREATIVITY INSIGHTIOUT.. â&#x20AC;˘BY DEAN JOHNS

RENOWNED strategy guru Karthik Siva has two identities these days. In his accustomed one, as Group Strategy Director of Ogilvy & Mather Singapore, he's famous for brilliant insights inspiring advertising people ty in markets as far-flung as Singapore, Malaysia, India, Indonesia, the US. And in his second, more recent incarnation, as founding Chairl

E3 0DOIMARKETINGCOMMUNICATIONS

Forum and convenor of the forthcoming Beyond 2005: A For Creative Industries (more of which later), his influence jst advertising and marketing, but extends way beyond to other Jriven industries and the dizziest heights of management and gov-

tive and inspirational workshop. As of Karthik recently found time to head to course any cynical reader would expect Jakarta for a one-day ADOI strategic us to say as long as it was conducted in brand planning workshop, which he titled conjunction with ADOI. And this is as Insight out advertising. And it proved as good a juncture as any to inform you than rich in insights for us, admittedly ama­ ADOI is also associated with (and teurs as we are in the planning arena, as Get inside theminds of 10 of the BEYCilD2°°5 extremely enthusiastic about, for reasons world's most influential creative thinkers. any workshop we've ever attended. that will become clear below) the global Karthik kicked-off the day by intro­ event that Karthik Siva is staging in Sin­ ducing the sporting term "hitting the Latchi &|aatcht Worldwide // Jeremy Langmead bis Author,The Creative Economy1! Malcolm McLaren gapore this November. >n Haute Couture Designer // Rem Koolhaas Awardsweet spot" and then explaining what it is yard winning Director // ThamKhai MengCo-chairman, ang Director, Song+Kefly21 II Yasmin Ahmad Rim in planning terms, describing techniques ... and stretches It beyond 2005 for hitting it, how to tell when you've hit it, and what the barriers are. A planning Karthik, through The Global Brand sweet-spot occurs, he said, when brand Forum, which he heads in his role of benefit coincides with consumer insight. founding Chairman, in collaboration with He then went on to talk in detail The Ministry of Information, Communica­ about insights and how to find them, tion and the Arts (MICA), Singapore, is describing a wide range of techniques staging Beyond 2005: A Global Summit including talking to experts (people with For Creative Industries, on 15 and 16 knowledge but emotional distance: not November this year. With the theme golfers themselves, if they're the target Leading at the Creative Edge, this will market, but caddies; not affluent women, bring together, for the first time ever, a but their manicurists), laddering (asking group of top onternational creative and what is the benefit, then what is the ben­ business icons from advertising, the efit of the benefit, ad infinitum), projection media, fashion, film, architecture, design (seeing what respondents buy with cash and technology. BEYOND 2005 IS ASIA'S MOST INSPIRING AND PROGRESSIVE given to them; asking what animal or car FORUM FOR CREATIVE THOUGHT LEADERSHIP AND APPLICATION. It's arare opportunity to see, hear, meet, This November, get inside the minds of some of the world's most influential creative they see the brand as, and so on), prob­ thinkers as they deliver invaluable insights into Hie trends, opportunitiesand implica­ tions facing the creative industries today. This is your opportunity to connect and learn from and be inspired by the likes of interact with world leaders m the fields of trie arts, design and the media. ing relationship or identification with the Jeremy Langmead, Editor-in Chief of To register, or for more details, visit our website at WWW.beyondSUmmit.Sg brand, and finding inspiration from other Wallpaper* and Navigator*; Rem Koolcategories. After covering these and hass, world-famous architect; Malcolm other methods of finding insights, Karthik Maclaren, founder of the Sex Pistols and then revealed how you know you've father of the punk rock movement; found an insight, Describing the sensa­ Shekhar Kapur, acclaimed film director tions of the "aha" moment and the kind and executive producer of Elizabeth and of emotionally-loaded statements con­ Guru; Bob Isherwood, Worldwide Cre­ sumers make at this crucial time. ative Director of Saatchi & Saatchi AdverWhat prevents us from getting tising; Martin Sitbon, famous hauteinsights? Karthik described the five barri­ cuture fashion designer; John Howkins, ers, including getting trapped in "clientbest-selling author of Creative Economy; speak" and preconceptions, and a lack Gayle Moberg, CEO, Research interna­ of ability and humility to put oneself in the tional, Innovations; Tham Khai Meng, consumer's shoes. Throughout the pres­ Co-chairman & Regional Creative Direc­ entation he illustrated his points with tor, Ogilvy & Mather Asia Pacific; Yasmin practical examples, plus many proverbial Ahmad, award-winning film director from truths about planning, the ultimate one Malaysia; and Wykkid Song, Director of being "Truth is far more powerful than Song&Kelly21. fact." Organisers say that "Beyond 2005 will The afternoon session started with comprise an action-packed programme instruction in how to write creative of plenary sessions and 8 exciting break­ briefs. Briefs come in three kinds, said out sessions over two days. It is expect­ Karthik: lousy, providing neither direc­ ed to attract over 700 CEOs, Marketing tion not inspiration; mediocre, giving Directors, Creative Directors, Media only direction; and excellent, combining Directors, Designers, Brand Managers both direction and inspiration. He then Bureaucrats from the Asia-Pacific and went on to reveal to participants how to region and beyond." create the best briefs, before putting But you needn't take the word of either them to work writing a brief to help an the organizers or ADOI. Besides being advertising agency create "a multi co-staged by The Global Brand Forum media campaign that demonstrates a and MICA, Singapore, the summit is new and differentiated brand idea that sponsored and supported by Fortune captures the imagination of the key tar­ International, Business Times Singapore, Saatchi & Saatchi Advertising, Ogilvy get audiences and delivers maximum bang for buck," for a well-known full& Mather Singapore, Adobe Systems, Research International and Bang & fare regional airline squeezed between global carriers and "no-frills" discoun­ Olufsen. Tickets are priced at USD$650 for the 2-day event, and further infor­ ters. The day concluded with presentations of work and a final assessment mation and downloadable registration forms are available at www.beyondand wrap-up by Karthik. summit.sg. We found it, as I'm sure you're sufficiently aware by now, a richly informa­

..."Beyond 2005 will comprise an action-packed programme of plenary sessions and 8 exciting breakout sessions over two days. It is expected to attract over 700 CEOs, Marketing Directors, Creative Directors, Media Directors, Designers, Brand Managers and Bureaucrats from the Asia-Pacific region and beyond"...

3D0IMARKETINGCOMMUNICATIONS ®

N/iT/tLIE.

JKr-I ^0^

ITS L/tacea TH/t/si LIFBJJ Every morning E am

-

10 am an Fly f-m

"GHA'CII' nTi^^TTa ma ((( IT'S ALL ABOUT THE MUSIC )))

• "RADIO reaches.

Malaysians weekly. Average listening time is approximately 26 hours a week. An average of 2089 com­ mercials go to air every day across 17 radio stations. How much of this market hasn't been snapped-up tight? That is the question that runs through most media minds when FLYfm of Max-Airplay joins in the fray. How do they intend to soar in malaysia's crowded airspace, and so many bigger, more established high-flyers waiting to shoot them down? In a recent chat with ADOI, i\ Jason Daud Cottam, Brand Director, MaxY Airplay, said that "Radio's share of total adex has maintained around 4-5% level JHL \ but has been growing around 20% in the ,ast few years. Continued ^ XT' economic growth and a para­ digm shift in advertising and promotions activities would augur well for the industry's •H|^H growth prospects."

THE BEGINNING

I

comprising of live updates of latest happenings, chit chatting with celebrities, travel tips, live contests for listeners, shopping guides, an activity events calen­ Jason believes in bringing people together and encour­ dar and, most importantly, great music playing aging the exploratory combination of minds to com­ round the clock! plete an idea, common goal or social benefit for As Jason grandly puts it, "Fly was born to mankind. He has applied this belief in life. Trained in ! revolutionise the commercialisation of the individual, fashion and design, Jason had shared his knowledge its self, its place and acceptance in society." When in that field through Men's Review Magazine. From asked of their target market, Jason explains that pri­ publishing, he had gone on to host the Metro Chart marily its the young urban 15-25 year olds who will Show on MetroVision, which won him the Best Light be attracted to the music but secondary markets will Entertainment Presenter in Asia at the Asian Television include the 25-35 and then with 25 million passen­ Awards. Then onto writing and hosting Malaysia's first ger arrivals at the KLIA, the target group also live interactive game show called Jason's Q Box on includes young adults who aspires toward a more Metrovision. With music being a large part of his pas­ GLOCAL (in the words of the Deputy Prime Minister sion, he joined Digitron Studios as a Creative Director Datuk Seri Najib Razak) lifestyle, meaning listeners to create albums, jingles and film sound tracks. with global outlook and aspirations but firmly In January 2003, Jason founded Whitewall Media, grounded on local heritage and values, bonded by where he runs a network of media designers and great music. As its brand statement says, "FLYfm ... planners to provide advertising and promotions for it's all about the music." image-conscious corporations. With the passion for But ultimately the question remains: do we music still burning high, when Malaysian Airports really need another radio station? Will it be a threat Berhad appointed Max-Airplay to manage and oper­ to the existing players? According to Jason, "there is ate KLIA Radio Station in April 2005 they were ready room for more radio stations, provided that the con­ to fly. In the same month, Media Prima Group bought cept of the station complements existing content 75% of Max-Airplay through Perintis Layar, a wholly and programming currently available. There are owned subsidiary. niche markets which have not yet been explored to the fullest and these represent opportunities for the FLYfm market players. FLYfm will complement the existing content and programming, and hence does not pose Max-Airplay is the media management company a threat to the incumbents. The cake is big enough whose core businesses are broadcast management, for everyone and it will get bigger." lifestyle management, new media production and con­ FLYfm currently plays on 95.8fm in Klang Val­ tent development. They aim to be a one-stop media ley, and can be heard all across the west coast, the solutions company designed to cater to clients media coverage will be extended to East Malaysia by the Jason Daud Cottam, Brand Director,Max-Airplay and communication needs from conceptualisation to middle of next year. It is exciting that a new player is production to buying of media space. The brand to in town and we at ADOI hope that their optimism will carry out this task is FLYfm. keep them aloft, and that soaring success will eventually put smiles on Being the first radio station to operate out of the airport, FLYfm has their dials. , the huge and exciting task of promoting "Travel and Adventure" culture in Malaysian society as well as tourism in general, and to be the on-air and on-line ambassador for Malaysia. With Saufian Mokhtar (a.k.a "The Fly Guy") as Head of Programming and Talent Management and host of "The Big Bang Breakfast Show on FLYfm, he is also joined by an exciting array of on-air personalities such as Adam Carruthers, Natalie Kniese, Melani Delilkan, Amanda Ariffin, Jeevan Selvanathan and AG, listeners can experience the Fly Spirit reliv­ ing the Friday feeling and feel-good factor. Playing the latest contempo­ rary hits in both English and Malay, it appeals primarily to youth, but also aims at having something for everyone. The format is "lifestyle radio"

ID0IMARKETINGCOMMUI

PersonalityProfile

"Moving westwards is something that I have to do. I'm only following a path I set out on when I left India for Singapore: To work with the best people in the best places, to keep changing the playing field and to start afresh every now and then"

IT is on a sad note, we announce that Parag Tembulkar will be leaving Asia and moving to the USA. However, we are overjoyed to hear that he has taken up a gig as Vice President & Group Creative Director at Publicis USA. Parag will move from hot, humid Asia and be stationed on the lovely West Coast, at the highly rated and well-assembled Seattle office: One of the star offices of the network brimming with talent from agencies like Goodby, Chiat, Fallon, Crispin, 180 Amsterdam and Lowe London. He will be reporting to the President & Executive Creative Director Bob Moore, one of the top Creative Direc­ tors in America. Moore is the man who co-founded the multi-cultural Wieden + Kennedy Amsterdam and was responsible for a lot of the fabulous stuff on Nike (through the Portland and Amsterdam offices) and United Airlines (through Fallon Min­ neapolis) during the mid and late nineties. At Publi­ cis, Parag will be looking after T-Mobile, Washing­ ton Lottery, Dish TV and Real Networks among others and new businesses. For almost a year, there were whispers circulat­ ing around the grapevine about his possible move to Europe or America. As he now admits, he was indeed talking to a few places. It was only a "do it" from David Droga and the endless possibilities of working in one of the most exciting Agency Net­ works that concluded the decision. In addition to that, Parag mentions the welcoming warmth of Publicis' folks in Seattle, the cool weather, and a chance to work with top talent and get some big TV going too irrestible. Hailing from Ogilvy's Mumbai office as an

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Associate Creative Director, Parag has been in Sin­ gapore for six years; creating several well-known ad campaigns at Euro RSCG, BBH Asia-Pacific and TBWAXSingapore. The advertising he created especially for brands like Levi's and Axe went on to win recognition at several international, regional and national award shows ranging from the D&AD, One Show, Cannes Lions, Clio, NY Festivals, LIAA, Media, AdFest and CCA among others.

We have seen him as a sharp and impartial jury member at several award shows, a contributor of witty and 'less wanky' articles on advertising and is known to be a mentor (he hates this word) to sev­ eral junior creatives who have attended his work­ shops in Kuala Lumpur and Singapore. He also happens to be a very, very dear friend of Adoi. HERE IS A WORD FROM PARAG. "Well, I guess I am moving to the west when the west is talking about the energy and excite­ ment in Asia. I have been fortunate to be part of this awesome region and enjoyed the great expe­ rience of working in several countries and across cultures. It has not only added to my resume but has made my life richer. I have made the best of friends here (including a certain, dodgy Ham) and eaten the best of food (will eternally miss chilli padi). Our two tiny kids (one of which sings Majulah Singapura and sings Happy Birthday in Man­ darin) were born in Singapore and we've travelled with them to some of the most unforgettable places in South East Asia. Advertising-wise, I'll miss the ambition and will of creative folks, the sharp single-minded focus on simple visual ideas, the humour and the tons of frightfully talented people I've worked with. I have no doubt in my mind that the coming years will belong to Asia. Moving westwards is something that I have to do. I'm only following a path I set out on when I left India for Singapore: To work with the best people in the best places, to keep changing the playing field and to start afresh every now and then."

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IN a short span of two years, Jacqueline Pereira has touched thousands of hearts in Malaysia and Singapore with her magazine Vida!. Having been in the magazine line for over a decade, Jacqueline, more fondly known as Jackie, realised that there was a lack of quality local reading material for people who were looking for something special. A magazine that understood and related to their lifestyle; quality contents that broke the mould and translated fashion and beauty into magical reality. This is the vision that encouraged Jackie to leave her comfy seat as the editor of Marie Claire to venture into the rough-and-tumble realms of publishing. With her radical ambitions in mind, she aptly selected the title Vida! which means "live" in Spanish, to convey the distinctive personality of her magazine and her own feelings about the elements of a happy, fulfilling life: living, loving and laughing.

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Two years later, Vida! is one of the largest Malaysia-born Englishlanguage magazines, with a readership of over 100,000 women (and men!) aged 19 to 38. However, things haven't always been this good. When Jackie and her brother started their publishing company, they had no inkling of what they were facing: making decisions on every nitty-gritty detail from the selection of paper on which to print the mag­ azine, to its writing, photography and design. And as if all that wasn't tough enough, they were also hit with the realisation that Malaysia is not the ideal audience for a magazine, as it's not a nation of readers. Realising it would take time to change this national mindset, Jack­ ie decided to stick with what she believed in - creating the highest quality in every aspect of the magazine, and add a twist of unpre­ dictability and surprise. She believes in going beyond the norm in

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everything she does, and the people she most loves interviewing are those who have an attitude and believes in doing things away from the norm. She sees fashion first-hand both locally and internationally, not just the glamorous side of it projected to the world, but also the gruelling hard work involved in achieving style and beauty. She seeks content that touches Vida! readers, Jackie said, "and that comes from talking to people. The more people we meet, the more interesting ones we get." When asked what's been her greatest challenge so far, Jackie admitted that it is the apparently mundane task of managing cash flow. Her ideas for growth are passionate and infectious, she says, but as with all big ideas there are financial limitations. So for now, instead of travelling the world to interview celebrities in Hollywood face to face,

or flying to Paris or Milan for the latest spring fashion show, Jackie's happy interviewing the likes of Joan Chen by phone. But with the plans that she has to share Vida! with the wider world, she may soon be doing a great deal more jetting around. With the October 2005 issue, Vida! has just celebrated its second anniversary and we foresee lots, lots more to come. The passion of Jacqueline Pereira and her team of talented professionals is fuelled by the continuing success of Vida! and all the encouragement from the magazine's readers. And I can no better express my own senti­ ments regarding her achievement with Vida! than to quote back to her Jackie's own words in her first editorial addressed to her Editor two years ago: "Congratulations to you and your team, and cheers to your success!"

9: 3D0IMARKETINGCOMMUNICATIONS ÂŽ

NewCampaign

•BY MONICA WONG

NOW airing on 8TV Friday nights at 11 (and repeated on "TV3 Wednesday nights at 11.30) is an eight-episode "reality" show called CocaCola Thirst For Passion - Music Executive is aired every Friday on 8TV at 11.00 p.m. and repeated on TV3 every Wednesday at 11.30 p.m. A collaboration between Coca-Cola, EMI and 8TV, co-sponsored by "partners" including DaimlerChrysler, Nautica, Puma, PNB Darby Park, Haus Living Concept, Siemens, Apple Malaysia and Hitz.fm, the format of the show somewhat resembles The Apprentice, musicindustry-style. According to Coca-Cola, it "shows the grit, managing capabilities and can-do spirit of our youths today." Ten contestants "chosen for their passion for music and their interest in the indus­ try" (and also, we assume, their effervescent personalities) have to complete music-indus­ try projects like projects like designing album covers, producing music videos, organising 'meet-the-fans' sessions and securing album sales. Projects involve the EMI stable of local artists like Ella, Ruffedge, VE, Vince and Shazzy. Following a series of weekly eliminations, the surviving contestant will walk away with a job as a music executive with EMI, plus a

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coupe from Smart, a brand of DaimlerChrysler. Coca-Cola Malaysia's Region Media Man­ ager, Tay Ai Leen says that "By working with industry veterans, established artistes who are already household names and the media, Coca-Cola is opening up an entirely new world of career opportunities for the partici­ pants as well as the youth in Malaysia to con­ sider. We also like to think that we will be able to inspire the audience to unlock their own potential as they watch the show throughout the season as they will also be given a rare indepth insight into the world of entertainment in an enjoyable and engaging format." "Coca-Cola's association with the music industry is not new," Ai Leen continues. "Coca-Cola recognizes that there is a lot of refreshing talent with tremendous potential in Malaysia, not just the frontline artistes but also the energetic individuals who manage the artistes but whom we rarely see. Through this innovative reality show, both the artistes and participants will be getting some very valuable exposure and experience respectively from Coca-Cola and it is our way of giving a boost to the Malaysian music industry."

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aDOIMARKETINGCOMMUNICATIONS ED

Showcase

Short Takes ENDORSEMENT EMBARRASSMENT In the latest example of the hazards of pin­ ning the fortunes of a brand on a celebrity who might or might not screw-up, super­ model Kate Moss has been dropped by Burberry and Hennes & Mauritz and Chanel says it will not renew her contract after the UK Daily Mirror published pictures of her allegedly snorting cocaine.

•BY MONICA WONG

YAHOO! COO LOOKS AHEAD In a speech to an Advertising Week audience in the US, Yahoo! COO Dan Rosenweig said that of the 6.5 billion people on earth, 1 billion use the internet and Yahoo! Has 379 million unique users. He warned that the shift from "mass media" to "my media" is well underway, and explained that the future of Yahoo! is founded on the "four pillars" of search, content, com­ munity and personalization. BASKIN ROBBINS PICKS JWT FOR INDIA IMAGE FIX Citing problems in the marketplace with price perception and image, Baskin Robbins India has awarded its account to JWT Mumbai after a multi-agency pitch. Since launching in India 13 years ago with a campaign by Ambience Publi­ cis, the company, which currently has 140 fran­ chise outlets in 39 cities, has had no agency. INTERPUBLIC EARNINGS OVERSTATED BY US$500 MILLION Interpublic, the world's number three advertis­ ing holding company, has replaced its CEO and CFO and seen its stock sink to a 10-year low fol­ lowing a restatement of its earnings as over US$500 million less than previously reported between 2000 and 2004. The company has also reported on its performance this year: revenue growth of 1.5% to US$2.95 billion in the first half of 2005 over the same period in 2004, and a net first-half loss of US$139 million in this first half compared with a net loss of US$182 million in the first half of 2004. BUZZ GETS A FROWN FROM THE FUZZ Lawyers in the U.S. have warned that buzz or word-of-mouth marketing by organizations using "consumer brand agents" who fail to identify themselves and who they are working for may be transgressing against FTC advertising guidelines. "The real question is whether con­ sumers are being misled someway," said Rich Cleland, an Assistant Director of Advertising Practices for the FTC. In response, the Word of Mouth Advertising Association has included a code of ethics on its website. And one of the biggest buzz agencies, BzzAgent of Boston, having found that its campaigns were more effective when its agents identified who they were working for, now requires them to do so.

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MANY would remember the a great chance to analyse the Nokia commercial featuring funny entire business above and clowns entertaining a hitchhiker, beyond producing commercials." or the spot starring the Marmite Paul credits part of the Sweet Blob intent on devouring the Shop's international success to its world. These and many other collaboration with powerful pro­ cool ads are produced by The duction houses Czar.US and ParSweet Shop. Based in New tizan. The Sweet Shop has also Zealand, and boasting a client just opened its own office in Lon­ list that stretches around the don, giving its directors closer globe, this production house has access to U.K. and European come to be so highly-regarded by agencies. Kiwis for its vision and creativity Congratulations to Sweet that they crowned it the Exporter Shop on its latest accolade - we of the Year 2005 at the recent hope to feature more exciting New Zealand Trade and Enter­ work by them in the near future. prise Export Awards. This win is the latest in a string Geo^prince& *idge of successes. In January it was named one of Title:'Maureen' the top 20 production houses in the world by Client: Nike leading international advertising industry publica­ Product: Nike Free Agency: Publicis Mojo,Melbourne tion, Boards magazine. At Cannes, director Steve Exec Creative Director:Darren Spiller Ayson won a Film Lion for the Marmite Blob com­ Copywriters: Steve Jackson,Toby Moore, Darren Spiller mercial while Kezia Barnett was the only director Art Director:Jason Williams,Christy Peacock, Selena McKenzie Agency Producer:Corey Esse from the region to have his work presented in the Production Company:The Sweet Shop,New Zealand Saatchi and Saatchi Young Directors Showcase. Director: Noah Marshall In the short span since its launch in 2001, The Executive Producer:Sharlene George Producer: Sarah Cook Sweet Shop has grown from a team of three to a DOP: Ian McCarrol strength of 22, with seven directors on its roster. Off - Line:Tim Mauger @ Digital Sparks, Auckland Managing Director, Paul Prince, was pleased and Colourist: Peter Ritchie @ Oktobor,Auckland Post House: Perceptual Engineering, Auckland proud that the Sweet Shop had the opportunity to On - Line Editor:Puk go through the three stages of the New Zealand Music House:Gusto Music,Melbourne Trade and Enterprise awards, commenting "it was Music Composer:Colin Simkins

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FilmDirector

•BY DEAN JOHNS

AFTER being pursued and wooed by a number of production companies in the region, hot young

EE! 3DOIMARKETINGCOMMUNICATIONS

directing talent Desmond Ng has signed with Pas­ Asked about his motivation to become a direc­ sion Pictures for exclusive representation. Desmond tor, Desmond says that his love of film-making is joins directors Jamie Quah, Brad Hogarth, Simont driven by his two greatest loves, literature and pho­ Phang, Agus Makkie and Lance on the power- tography. "Cinema not only embraces these two packed Passion roster. arts," he says, "but it also creates whole new pos­ Since turning his talents to commercial film sibilities and ways of storytelling. As an art-form, making in 2002, Desmond has quickly built himself cinema is still very much in its infancy and has been a reputation as a highly sought-after director. With predominately used as a means of linear story­ a reputed knack for getting excellent performanc­ telling. There are a lot of contemporary filmmakers es from actors and for bringing an exciting visual that are doing fantastic work and challenging these flair to his projects, he has been in traditional storytelling forms & increasing demand for high-profile projects norms; video artists & filmmakers like big-budget thematic spots for TM & Digi alike who are pushing the envelope in Malaysia, and Teh Botol in Indonesia. of film as an art form which I find Desmond's love for film began while he very truly exciting and inspiring." was studying Commerce at Melbourne Univer­ As for his inspiration to join Pas­ sity in the mid 1990's. Captivated by the cine­ sion Pictures, Desmond cites his "Desmond special relationships with Passion ma lectures he would sneak into during first has year (cutting his commerce classes in the executive producers Sheen Singh, always process, and soon emarked on a double major Brian Francis and Karen De Silva. had an in cinema studies and finance. "As a freelance director I had the excellent opportunity To consolidate his film making knowledge work on some great reputation projects, buttowith and skill, Desmond next packed his bags and the Passion team as a headed to New York to learn from the masters. behind me I think I will be able to director, as take this to the next level. Joining After a stint at NYU film school in 1998, he well as the Passion feels like a natural step for then returned to Malaysia to throw himself sort of back into the local scene. me in my progression as a director". personality Desmond commenced his professional career Sheen Singh says that slots he isIn response in 1999 as a camera assistant on a BBC doc­ tremendously excited that easily into Desmond has come on board for umentary shot in Borneo, after which he con­ the tinued to work on documentaries and also the exclusive representation. "Desmond Passion feature film Anna & the King. Desmond's natu­ has always had an excellent reputa­ ethos" ral talents meant it wasn't long before he found tion as a director, as well as the sort - Sheen Singh himself behind the camera as a director mak­ of personality that slots easily into ing music videos and pro bono television com­ the Passion ethos. He has a natural mercials. In 2002 Desmond ventured into talent for filmmaking that easily lengthier productions, shooting a number of translates his thoughts and ideas documentaries and television movies before into film, but also has a relaxed and beginning his career as a director of TV com­ easy charm that makes working with mercials. him a pleasure."

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The TVuth About Beauty •BY MONICA WONG

WHAT defines beauty? Dove has done a profound study, which discusses the implications of a socie­ ty which narrowly or shallowly defines beauty by the images seen in entertainment, advertising, and fashion catwalks. The astounding impact it had on women was shocking. Dove's Campaign For Real Beauty (CFRB) is supported by a study commissioned by Dove enti­ tled "The Real Truth About Asian Beauty - Asian Women's Attitudes Toward Beauty, Self-Esteem, Body Image and Media Portrayal", which looks at how satisfied women are with their beauty, how they feel about the portrayal of female beauty in society and how beauty affects well-being. The Study found that while Asian women largely feel that beautiful women have greater opportunities in life, few would describe themselves as beautiful. When asked how they would choose to describe themselves, nearly a third chose 'simple or natural' followed by 'average or normal". But fewer than 5% of Malaysian women said 'Beautiful'. While it may be true that beauty lies in the eye of the beholder, the aim of the CFRB is to help open society's eyes to the global diversity of beauty and the limitless permutations of femininity that consti­ tute attractiveness. Supattra Paopiamsap, Unilever Malaysia's Marketing Director of Home & Personal Care Division said, "Dove's mission is very simple we want to make more women feel more beautiful everyday. The Campaign for Real Beauty aims to widen today's definition of beauty stereotypes, and inspire women to take greater care of themselves."

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The Study The "Real Truth About Asian Beauty" study was commissioned by Dove, a division of Unilever, and undertaken by independent research company, Research International; to explore the relationship women across Asia have with beauty. It comple­ ments previous work in North America and Europe. Specifically, Dove's mission was to determine how comfortable women are with using the word "beau­ tiful" to describe themselves; how they define beauty; their level of satisfaction with their own beauty; its impact on their sense of well-being; and how important it is for them to be beautiful. The Purpose The Campaign For Real Beauty reaffirms what Dove has always stood for: simplicity and honesty. Dove's vision is that a new definition of beauty will emerge, not one definition of beauty and not some­ one else's definition, but one that encourages

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women to embrace their own real beauty. The find­ ings in the Study are just the beginning. Dove hopes that "The Real Truth About Asian Beauty" study will further question and probe the definition of beauty across Malaysia and beyond.

With a sample of 2,100 women, across 10 countries including China, Taiwan, Hong Kong, Japan, Malaysia, Singapore, Korean, Philippines, Thailand and Vietnam. The Campaign was launched in June 2005 and rolled out across eleven countries. The campaign questions whether "stereotype model" attributes such as large eyes, youth, slimness, long hair and flawless skin are required to be beautiful — or is there more to it than this? Each ad presents an image of a woman whose appearance differs from the stereotypical physical ideal and asks the reader to judge the woman's looks by voting or ticking a box. Interactive bill­ boards will encourage women and men to vote on the women and their beauty traits that feature in the campaign.

Whose Opinion Counts Most In Feeling Beautiful? « Least Important in that country • Most Important in that country Self Husband Partner Futility Relatives Friends of the same sex Friends of the opposite sex

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Malaysian women felt that the overall body shape (89%) is the most important aspect of phys­ ical beauty, followed closely by facial appearance (88%) and height (84%). However, when asked her self-opinion, close to half the Malaysian women involved in the Study were not very satisfied, with 41% being unhappy with their breasts, 49% with their tummy area and 48% with the shape of their legs. The Study also investigated the depth to which cosmetic surgery plays arole in helping women feel more beautiful and physically attractive. Not sur­ prisingly, it was found that women from countries such as Malaysia and the Philippines, where research show higher satisfaction with their physi­ cal appearance had less of an inclination to go under the knife for the sake of beauty. Demand for cosmetic surgery ranged from a low of 4% for Malaysia to a high of 53% in Korea. Youth and Beauty Despite the overwhelming majority of respon­ dents claiming a woman can be beautiful at any age, youth clearly still rules. The majority said that a woman looks most beautiful when she is younger than 25 and in Malaysia, nearly 9 out of 10 say a woman is most beautiful before the age of 30. Only in Japan and Taiwan was there any respect for maturity - about a quarter of each said a woman looks most beautiful older than 20. Could this be attributed to media advertising which tend to por­ tray young women as the ideal beauty stereotype? In the Study, there also appears to be a strong relationship between happiness in other aspects of life, such as family and friends and feeling beautiful. In Malaysia, women agree that humor and happi­

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ness (92%), dignity and confidence (95%), as well as kindness (94%) are all more important than sex appeal and feeling beautiful. Media and Beauty Women today are inundated by hundreds and thousands of beauty and image messages, from television and print advertisements, to arti­ cles in newspapers and magazines, to celebrity endorsements, reality TV shows and the Internet. Across Asia, the Study suggests that women feel that the media and popular culture has set an unrealistic standard of beauty and 58% of Malaysian respondents agreed with this. In fact, 3 out of 4 Malaysian women wish the media and advertising did a better job of por­

traying women of diverse physical characteris­ tics. Almost an equal number wished the media could give women more confidence in their own looks or beauty while 61% believe that beauty advertising is designed to encourage women to change their appearance. An interesting point is that those close to us like husbands and part­ ners and friends, play a large part in making women feel beautiful as well. So what role does the opinion of others play in how women feel about their beauty? In Malaysia, 51% of women felt that the opinion of their husband or partner is the key contributor to her feeling beautiful, while self-opinion is the most important for women in Taiwan and family opinion played a key role in making women in India and the Philippines feel beautiful.

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AMERICAN IDOL, Fox's hit show is setting a new record in its fifth year, an eyeball popping price tag of US$705,000 for a 30-second tve spot. This makes the second shocking hike two years in a row by Fox. Despite a 7% increase from last year's US$700,000 mark, Coca-Cola and Ford (major

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