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Ogilvy’s Miles Young To Chair Us$5,000 WARC Prize For Asian Strategy |
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Thursday, 09 December 2010 18:38 |
Miles Young, worldwide Chief Executive of Ogilvy & Mather, will lead the search for Asia’s best strategic thinking as chairman of judges in the inaugural Warc Prize for Asian Strategy. 
Warc, the marketing intelligence service, is launching the $5,000 cash prize for the case study that demonstrates the most insightful marketing strategy in the region.
The Prize is free to enter, and is open to brand owners and agencies in any discipline. It will be judged by a panel of senior clients and global strategy experts, including executives from Procter & Gamble, Unilever, Goodby Silverstein & Partners and BBH.
The Prize’s focus on insight and strategy complements existing award schemes in Asia, which reward creativity and effectiveness.
Young, who until 2009 was Chairman of Ogilvy & Mather Asia-Pacific, commented: “It is perverse but true that in parts of the world where growth rates are high that strategy is often the poor relative of tactics in business. And yet in a region such as Asia the most important thing seems to me to have a strategy for differential growth. It’s easy to grow; but how can we grow faster, and by how much, than our competitors?
“That’s why I believe that the Warc Prize for Asian Strategy is so very important. It is at present the one and only vehicle for really assessing the ability of businesses to grasp the true strategic challenges and for establishing the highest standards against which they can be measured.”
The case studies will appear on Warc’s global platform of marketing best practice, building a body of knowledge that will inspire Asian marketers and raise standards across the industry. They will be promoted in front of Warc’s audience of brand owners, agency executives, media owners and academics, and the winner will be published in Admap, the leading global magazine on new ideas and new thinking in brand communications.
Rufus Olins, Chief Executive of Warc, commented: “The world is watching the rapid growth of Asia with fascination. For Warc it is an increasingly important market and with the launch of this Prize we intend to shed some light on the new behaviours and best thinking in the region.”
The deadline for entries is 18 March 2011 and the winner will be announced in May.
The Warc Prize for Asian Strategy follows the launch of the global Warc Prize for Ideas and Evidence in January 2010. That Prize was chaired by Alex Bogusky, formerly of Crispin Porter + Bogusky.
To find out more about the Prize, visit www.warc.com/asiaprize. For any other prize-related queries please email
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OnMobile and Madison World team up to launch Mobile Marketing Joint Venture |
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Wednesday, 08 December 2010 21:13 |
OnMobile Global Limited, provider of telecom value-added services (VAS) has entered into a strategic venture with Madison World, a renowned and diversified communications group that has specialist units in Advertising, Media, Out-of-Home, PR, Retail, Entertainment, Mobile and Sports.
This joint venture will aim to be the leading mobile marketing company in India and the Indian sub-continent, opening up new direct sales and revenue channels for marketers using Mobile, leveraging the mobile reach, installed infrastructure and telecom operator relationships of OnMobile and the marketing and advertising capabilities, client base and market presence of Madison World.
Over the last decade, the mobile revolution has completely taken India by storm and today, there are more than 600 million mobile enabled consumers in the country. However, its potential as a marketing medium has been left largely untapped. Leveraging the state of art technology and VAS expertise possessed by OnMobile and the media expertise of Madison, the new company will focus on leveraging the OnMobile multi – channel advertising & marketing platform which uses various channels including AdRBT, SMS, USSD, WAP, Video, and Audio. OnMobile has over the years accumulated deep insights into the usage of VAS and mobile services, and understands the purchasing habits on mobiles due to its leadership and pioneering technology in VAS. This will give the JV a jump start in building up a vibrant marketing base to serve merchants, advertisers, corporate clients and telecom operators while providing consumers with valuable deals and discount offers and an opportunity to buy conveniently.
CEO, Chairman & Co-founder, OnMobile told ADOI,“This joint venture is one of its kind and has the potential to revolutionize both the mobile VAS and the traditional marketing functions. With the onset of 3G, this venture will open up even newer opportunities for more impactful marketing campaigns. It will successfully leverage the mobile reach, installed infrastructure and telecom operator relationships of OnMobile and the marketing and advertising capabilities, client base and market presence of Madison World. I am most excited about this partnership as it brings together two leaders to deliver the best market solutions.”
Says Sam Balsara, Chairman and Managing Director, Madison World added, “What excites me about mobile is its interactive, personalized and always-on attributes accompanied by unbelievable reach in numbers (600 million+). So far we have thought of mobile as an advertising medium given its high reach but the total advertising market in India is restricted to about Rs. 20,000 crores, where as the potential opportunity to sell products and services and conduct commerce through mobile is Rs. 200,000 crores and our attempt is to tap into this opportunity which should provide top marketers a cost effective distribution channel, bring in a lot of long tail businesses, in addition to large marketers, into the gamut and provide consumers a convenient option to order and pay for products and services through the comfort and convenience of their very own mobile”.
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Tiffany & Co. Awards Asia Pacific Media Assignment to Carat |
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Wednesday, 08 December 2010 21:03 |
The Asia Pacific region is one of tremendous growth and increasing strategic importance for Tiffany”, said Adina Kagan, Vice President of Global Marketing. “In Carat, we found the media agency partner to join us in maximizing the potential of the Tiffany brand, while pursuing the exciting opportunities created by today’s rapidly-evolving media landscape.”
“We are thrilled to be working with such an iconic brand”, said Nick Waters, CEO, Aegis Media APAC. “All of the regional offices of Carat look forward to working together to create an enduring relationship with the Tiffany team.”
Tiffany currently has 51 stores in the Asia Pacific region which includes Australia, China, Korea, Hong Kong, Macau, Malaysia, Singapore and Taiwan. Tiffany has operated stores within this region for over 20 years with the first store opening in Hong Kong in 1988.
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Discovery Networks Asia-Pacific Establishes a New Content Group and Names Kevin Dickie Senior Vice President, Content Group |
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Wednesday, 08 December 2010 14:48 |
Discovery Networks Asia-Pacific (DNAP) has announced the creation of a new creative and content group that will focus on shaping the overall vision and direction of its portfolio of brands led by Kevin Dickie who has been appointed Senior Vice President, Content Group. The announcement was made by Tom Keaveny, Executive Vice President and Managing Director, DNAP, to whom Dickie will continue to report.
Based in the Singapore regional office, the new Content Group will manage all programming and scheduling, marketing and media planning, communications and creative services. In addition, Dickie will identify strategic brand extension opportunities beyond television.
Keaveny said, “Kevin is a talented executive and with a strong track record of success in leading DNAP’s marketing communications for over 10 years. His creativity and background in brand development and portfolio management will provide strong leadership and focus for the team here as we expand our business and brands. We are in the content business and the creation of this content group will provide a platform to continue to drive our business forward.”
DNAP currently distributes seven brands in its portfolio across 32 countries in the region – Discovery Channel, TLC, Animal Planet, Discovery HD World, Discovery Science, Discovery Turbo, and Discovery Home & Health – reaching over 508 million cumulative subscribers.
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Carlsberg to throw lucky consumers “The Dream Party of the Year” |
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Wednesday, 08 December 2010 14:07 |
If you ever placed a wish to Santa to throw your Dream Christmas party, your wish is about to come true. Carlsberg is helping Santa throw three lucky winners the Christmas Party of the Year with “Carlsberg Dream Xmas”. Fans of Malaysia’s most preferred beer stand a chance to score the exclusive opportunity to host 20 of their best friends, fully paid for by Carlsberg!  The party is the ultimate reward for Christmas celebrations launched by Carlsberg as part of the “Carlsberg Dream Xmas” campaign. With no expense spared, Carlsberg aims to spread the holiday cheer with the Carlsberg Green Troupe, Santarinas and a special contest to throw lucky winners the Party of the Year! “Christmas is all about celebration and quality time spend with friends and family. We believe that Carlsberg would be the best ingredient in every celebration,” said Soren Ravn, Managing Director of Carlsberg Malaysia. “The party promises to have great company and great moments. There will surely be plenty of Carlsberg to enjoy!” Carlsberg Green TroupeTo drum the campaign to fever pitch, the Carlsberg Green Troupe will be making its impact on the streets of Kuala Lumpur. The buzz campaign will see dancers and entertainers appearing around town to raise curiosity for the contest from the 1st to 13th December 2010. The Carlsberg Green Troupe will visit major areas of Kuala Lumpur such as KLCC, Bukit Bintang, Jalan P. Ramlee, Bangsar, The Curve and Sunway Giza and entertain curious Malaysians with street dances and encourage them to spread the holiday cheer. Activities at Partner OutletsCarlsberg Santarinas will also be deployed to key outlets in Malaysia and appeal to drinkers to join the contest with premiums and promotions. The Santarinas will make appearances at these outlets every Wed to Sat from now until 11 December. At these outlets, each bucket or jug will entitle drinkers to 1 contest card. Drinkers will be rewarded with a special Carlsberg premium with each submission of a contest card. Facebook ContestFrom now until 17th December 2010, consumers can also join the contest on the popular social networking site and send digital gifts to friends and family for a chance to win. Interested participants need to log on to Carlsberg’s Facebook page at www.facebook.com/carlsbergniceone and be a fan. Once the application is loaded, participants will select a friend from the friend’s list and place the character created into the Carlsberg Gift Box. The participant will then send this gift box to his or her friend(s) on Facebook. The one who sends and receives the highest number of Carlsberg Gift Box wins. Carlsberg fans will also be able to play a part in creating their dream party by voting for the party’s entertainment. They can vote for a Foam Party, Beer Shower, Igloo Chill Out lounge, Snowfalls or an International DJ among other equally exciting choices. These votes will count towards the creation of the ultimate party experience for the winners. Winners of the Facebook contest and Outlet contests will be announced on 18 Dec 2010, just in time for everyone to celebrate the Party of the Year! |
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Virgin Launches iPad-Only Magazine 'Project' using WoodWing´s iPad Tools |
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Thursday, 02 December 2010 16:03 |
WoodWing Software announced that Virgin created its iPad-only magazine "Project" with WoodWing's Digital Magazine Tools. Sir Richard Branson, Chairman of the Virgin Group, introduced the consumer magazine built for the iPad during a press event in New York.
The digital magazine offers its readers a luscious mix of stories about international culture, entertainment, technology, design, fashion, science and travel. The iPad magazine is accompanied by the “Project Blog”, which is integrated in the magazine and available on the Web at www.projectmag.com.
"Project" sets a new standard in Tablet Publishing
The iPad magazine attracts its readers not only by its attractive design, outstanding typography and amazing videos, but also by the creative use of audio and interactive functionality. In addition, a number of custom-built innovative features have been added.
From each article, readers can access a forum to leave their comments about that specific story – by tapping the forum button, the page rotates vertically to reveal the forum. Furthermore, readers can access additional contextual Web resources offered in a sliding side–menu with each article. Users can also share content from “Project” with others.
Many of these specific features have been created by fully exploiting the potential of WoodWing’s iPad Reader App framework, allowing publishers to add their own so-called “custom objects” to the Reader App. These custom objects add new functionality, not available in the app by default, and enable a publisher to create a totally unique experience.
"Our Digital Magazine Tools provide a powerful and feature-rich tablet publishing solution, enabling publishers to efficiently create attractive tablet editions while encouraging their creativity," said Erik Schut, President of WoodWing Software. "Using our framework edition, publishers can widely customize and extend the functionality of the Reader App to provide a unique reader experience. Thanks to our efficient workflow, the production process can be repeated easily and cost-effectively."
Until now, WoodWing customers worldwide created more than 95 apps and produced more than 850 digital publications using WoodWing´s Digital Magazine Tools. WoodWing offers a continuously updated list of iPad apps created with its Digital Magazine Tools at www.woodwing.com/en/digital-magazine/ipad-gallery.
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G2 KL & GSK Pharmaceuticals bring out the ‘Pink Purse’ |
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Thursday, 02 December 2010 11:46 |
The ‘Pink Purse’ movement launched to raise funds for the Breast Cancer Welfare Association (BCWA) Pink Ribbon Mobile Life Saver
G2 Kuala Lumpur (G2 KL), the marketing services arm of Grey Group KL, is in support of the fight against breast cancer by joining forces with its client GSK Pharmaceuticals to launch the ‘Pink Purse’ and ‘Be A Pink Angel’ campaign. The campaign is a pro-bono effort to raise funds for the Breast Cancer Welfare Association (BCWA) Pink Ribbon Mobile Life Saver.
A modified heavy duty vehicle equipped with qualified nurses and trained breast cancer survivors dubbed MURNI (Mobile Unit Reaching Nationwide with Information) will reach out to rural communities in Malaysia to advise, encourage and support women to practice a lifestyle of being breast cancer aware, to seek medical help for any abnormal changes in the breast and to get timely medical treatment when diagnosed with breast cancer.
“We are excited to be part of this initiative to bring hope to breast cancer patients in a practical way. All of us can play our part in empowering women nationwide by equipping them with information about breast cancer and assisting them in obtaining the means to treatment”, says Kenny Loh, general manager of G2 KL.
 G2 KL and GSK Pharmaceuticals conceptualized the ‘Pink Purse’ movement using the symbolic colour of pink which is a universal embodiment of support and solidarity for breast cancer and also denotes love. This is matched with an equally strong symbolic fashion accessory – the purse, giving rise to the ‘Pink Purse’.
As part of the campaign, the ‘Be A Pink Angel’ represents the fundraising arm of ‘Pink Purse’ and is supported by J.CO Donuts & Coffee and G2 KL. Delicious pink-coloured donuts will be sold at J.CO Donuts & Coffee until 14th January 2011 to commemorate the campaign and RM2.00 from the sale of each Pink Angel Combo will be donated to BCWA.
Pink kites crafted in the shape of an angel will be on sale from 6th December to 17th January 2011. The kites will be sold by a roving team dressed in pink tees at high traffic areas around Kuala Lumpur at a retail price of only RM10.
On 15th January 2011, members of the public who purchased the pink angel kites will gather to fill the skies with pink angels as a symbol of hope and support for breast cancer patients to encourage them in their battle against the disease. The event will take place at the Kepong Metropolitan Park at 4pm and those who missed out on buying the kites from the roving teams can purchase it at the event.
The further generate awareness and pique interest among the public, the roving team will visit selected car parks and leave pink feathers on car windscreens between 6th and 10th December 2010.
Members of the public are also invited to post a pink photo of themselves, someone else or a pink item on the campaign’s Facebook page (http://www.facebook.com/#!/pages/Be-A-Pink-Angel/156959914347893?v=wall) to signify their support for breast cancer patients. Go to the ‘Be A Pink Angel’ Facebook page and click ‘Like’ today!
Pink Angels; Breast cancer survivors who are also BCWA volunteers with Ms Ranjit Kaur, President BCWA (4th from left), Ms Moira Kok, Commercial Head, Oncology SEA, GSK Pharmaceuticals (5th from left), Ms Cerene Chen, Brand Manager, J.CO Donuts & Coffee (3rd from right) and Mr Kenny Loh, GM, G2 KL (far right)
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Grey Group reveals many ‘confessions’ of the Malaysian Shopper |
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Wednesday, 01 December 2010 12:19 |
Global marketing communications agencies Grey and G2 recently released the 2010 Eye on Asia – Retail study with a host of fresh insights on shopping mindsets across the Asia Pacific region and its implications to marketers. The launch took place at the new Tesco Kepong Village Mall in Bandar Menjalara which recently opened in July. The attendees of the Eye on Asia – Retail launch were presented key retail insights by Remona Duquesne, Group Planning Director of Grey Group KL and also walked through Kepong Village Mall and Tesco hypermarket to experience the insights in an actual retail environment.
“The retail landscape in Malaysia has evolved considerably and continues to rapidly do so. Think about how many department stores, malls, and hypermarkets exist now versus only 10 years ago. These days you can barely walk down one office block without passing by at least one retail outlet or channel. This proliferation coupled with increased sophistication of both products and retail environments has had an immense impact on the attitude and behavior of the Malaysian shopper. Recognizing this shift, Grey and G2 embarked on a massive mission: to get under the skin of this evolved shopper and understand her shopping behaviour better across channels and categories,” Remona Duquesne said at the launch of Eye of Retail.
The retail findings are based on real-time conversations with over 2,100 shoppers from eight countries namely Malaysia, Australia, China, India, Indonesia, Japan, Korea and Vietnam. The analysis is drawn from shopping experiences in hypermarkets and supermarkets, pharmacies and drugstores and provision shops with a focus on categories encompassing Over-The-Counter (OTC) health supplements and medical treatments, health and nutrition foods and drinks, beauty and snacks.
Eye on Asia – Retail study takes a look at the Asian shopper’s purchase decision journey to understand; attitudes and behaviour across different countries and shopping channels, shoppers’ needs, motivations and aspirations while shopping for specific categories and; role of in-store communications.
The study revealed four shopper segments across Asia shaped by their shopping personalities; Engaged Info Seekers, Loyal Listers, Whim Indulgers and; Passive Value Fans.
Chart title: Grey and G2 Eye on Asia – Retail study reveals four shopper segments across Asia (percentage)
Therefore the key question is ‘Who is the Malaysian Shopper?’ Malaysian shoppers look out for information in-store to help them make purchase decisions and find shopping monotonous and functional to them. This is linked to the fact that they look for products with the lowest price which also offer better value. They are also more likely to look out for new and different products when browsing and are promotion hungry. These shopper characteristics categorize the majority of Malaysian shoppers into the ‘Engaged Info Seekers’ and ‘Passive Value Fans’ shopper segments.
Who is the Malaysian Shopper?
Chart title: Malaysian shoppers divided by four key shopper segments (percentage)
The findings from Eye on Asia – Retail study has also revealed many ‘confessions’ of the Malaysian shopper which are valuable key insights for local retailers and marketers to make their brands stand out in the ‘product clutter’, especially in a hypermarket and supermarket environment.
Malaysian shoppers say, “Why buy when there is no promotion?” When a supermarket doesn’t have a promotion on a desired product, the Malaysian shopper goes to another supermarket with a promotion. This leads to the key ‘confession’ – Promotions are ‘wasted’ on 3-out-of-5 Malaysian shoppers. It is usually because promotions are placed in the shoppers’ blind spots. Promotions have to be prominently visible and stand out amongst other products using effective signage and displays.
Furthermore, most Malaysian shoppers already have a brand in mind before entering the store. A total of 60% of Malaysians have a brand in mind before entering the store and 95% end up buying one of the brands they had in mind. This concludes that a large proportion of promotions are rewarding shoppers who already had the particular brand in mind and those already loyal to that brand, but less effective in recruiting new consumers. The important question that marketers should ask here is, “How can we design more cut-through in-store promotions that go beyond just rewarding existing shoppers and acquiring fresh new ones instead?”
Another interesting confession is that even though Malaysians may spend more time in-store compared to the average Asian, they also find shopping more monotonous. This is because there has been an explosion of malls and retailers everywhere with similar offerings, activities and layouts.
Malaysian shoppers look for an emotional experience especially in the health and beauty categories such as touch and feel displays and product displays that tie in with above the line advertising. Communication that provides diversion and invites participation is compelling to the casual browsers. Complimentary products hanging on shelves invite shoppers to touch and feel, cashier counter displays provide distraction and sales assistants create excitement around the displayed products. This confession should be an indicator for marketers to create a shopping experience for the ‘seen-it-all’ Malaysian shopper by asking “How can we take the shopping experience to the next level?”
“This initiative was a perfect fit with Grey Group’s vision to develop work that is both “famous” and “effective”. How else can we develop strategies and communications that both stand out and achieve our clients’ objectives without resonating with our shopper first! With the insights we’ve gathered, we can work together with marketers and find ways to more effectively influence the shopper along her ‘Purchase Decision Journey’, from before she steps into the store all the way to check-out. These kinds of insights can help develop more effective communications as well as promotions and packaging,” Remona says.
Designed to deepen marketers’ understanding of the attitudes and behaviour of Asian shoppers across channels, categories and countries in Asia Pacific, the Eye on Asia – Retail study provides marketers many clues into building meaningful relationships with consumers which will consequently determine the success of their brands and communications.
Now into its fifth year, Eye on Asia has to date interviewed over 35,100 people across the region. The proprietary study which is highly regarded as an annual trends revealer, aims to get closer to the people of Asia, providing detailed insights on a variety of topics including attitudes towards work, family, finance, the environment, value systems, brands and marketing.
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Pos Malaysia Launches Its Online Shopping Portal: postme.com.my |
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Tuesday, 30 November 2010 12:44 |
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Pos Malaysia has launched their new online shopping portal, PostMe.com.my, an initiative embarked by the Company in support of the Government’s vision of moving towards e-commerce and encouraging young entrepreneurship.
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Monday, 29 November 2010 18:03 |
Awards Unplugged! The Archives
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